Merchandising/Marketing/Retailing: Branding

Collaboration Strategies for Global Character-Based Brands and Metaverse Platforms Using Unstructured Consumer Data: Focusing on Disney and Zepeto

Authors
  • Joon-Ho Seon (Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University)
  • Ha-Lim Rhee (Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University)
  • Sae Eun Lee (Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University)
  • Kyu-Hye Lee (Hanyang University)

Abstract

Despite its continued popularity, Disney is limited in its market expansion and consumer targets. Therefore, with the recent rise of the metaverse (Zepeto), Disney is collaborating with needs new strategies to expand its consumer base. For this, we derived collaboration strategies and ideas based on a common keyword network through data mining. The results revealed a discourse about collaboration with the fashion industry. “Disney,” “fashion” and “collaboration.”In addition, Zepeto showed high relevance to “VR” and “AR.” Therefore, we propose a specific collaboration marketing strategy as follows. A virtual environment built with AR and VR can provide consumers with an immersive experience for Disney content. Disney can further improve consumer interest and attachment through the process.

Keywords: global character-based brands, metaverse platforms, disney, zepeto

How to Cite:

Seon, J., Rhee, H., Lee, S. & Lee, K., (2022) “Collaboration Strategies for Global Character-Based Brands and Metaverse Platforms Using Unstructured Consumer Data: Focusing on Disney and Zepeto”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13371

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Published on
15 Sep 2022
Peer Reviewed