Fashion and the Metaverse: Clarifying the Domain and Building a Research Agenda
Abstract
The metaverse, originally envisioned in the science fiction novel as a3D virtual world inhabited by lifelike avatars, is gaining new traction in recent years. While it has been predicted that the metaverse will radically change the fashion industry, little consensus currently exists regarding what the metaverse is and how it is embodied in the fashion industry.Therefore, this study attempts to clarify the domain of the metaverse focusing on its role in the fashion industry, and proposes a research agenda for studying the metaverse concept in the field of fashion. To investigate the metaverse strategies currently being implemented by fashion firms, published trade journals were reviewed using a content analysis. Articles published during the period of January 1 to November 4, 2021 were searched using keywords “metaverse” and “fashion.” The analysis identified the three types of the metaverse strategies: releasing NFT assets, creating virtual clothing and accessories for digital avatars, and taking advantage of immersive technologies.
Keywords: metaverse
How to Cite:
PARK, H. & Lim, R. E., (2024) “Fashion and the Metaverse: Clarifying the Domain and Building a Research Agenda”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15742