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Fashion Joining Online Gaming and the Metaverse

Author

Listed:
  • Patruti Petra

    (National University of Political Studies and Public Administration, Bucharest, Romania)

  • Zbuchea Alexandra

    (National University of Political Studies and Public Administration, Bucharest, Romania)

  • Pînzaru Florina

    (National University of Political Studies and Public Administration, Bucharest, Romania)

Abstract

In an era when targeting younger generations becomes more and more challenging, and classic fashion is starting to be seen as being outdated, the Metaverse and online gaming has attracted fashion brands’ interest. Increasingly more fashion brands, such as Nike, Vans, Gucci, Supreme, Forever 21, Ralph Lauren, and NASCAR, are being present in the Metaverse and online games. The purpose of the study will be to bring some light on how the Metaverse might revolutionize fashion marketing communication for the younger and future generations. The paper also explores the customer benefits that the brands offer through the Metaverse and why the younger public tends to find this marketing type so appealing. From a methodological point of view, two focus groups were organized, one for gamers and another for casual players. The research directions investigate the relationship between fashion, Metaverse, and gaming marketing communications. It follows the perception of the audience, as also the benefits for organizations and consumers of games that include fashion brands. The qualitative analysis results showed that the gap between gamers and nongamers is becoming more and more narrow, as both consume the same type of content, and the benefits for organizations are worth the investment. For consumers, on the other hand, both advantages and disadvantages were highlighted as concerns for future generations. The study acknowledges why the younger generations invest so much time and money in the digital fashion world. It clarifies aspects related to the Romanian market, giving useful insights for fashion brands and not only.

Suggested Citation

  • Patruti Petra & Zbuchea Alexandra & Pînzaru Florina, 2023. "Fashion Joining Online Gaming and the Metaverse," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1065-1074, July.
    • Handle: RePEc:vrs:poicbe:v:17:y:2023:i:1:p:1065-1074:n:38
    DOI: 10.2478/picbe-2023-0096
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    References listed on IDEAS

    as
    1. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-21, November.
    2. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-19, November.
    Full references (including those not matched with items on IDEAS)

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