Merchandising/Marketing/Retailing: Branding

From Pixels to Profits: Generating Ongoing Marketing Value from Fashion NFTs

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Abstract

The collapse of speculative NFT markets raises questions about their ongoing viability for fashion brands. While NFTs as digital collectibles have lost value, this research argues that their underlying blockchain functionality remains relevant when integrated with physical products. Drawing on theories of digital–physical consumption and consumer value formation, this study examines how fashion brands can derive sustainable value from NFTs as functional infrastructure rather than speculative assets. Study 1 employs a choice-based conjoint experiment to assess consumer preferences for NFT attributes, and Study 2 analyzes resale behavior and pricing using real-world transaction data from 1,767 Gucci NFTs. Across both studies, functional value—specifically NFTs linked to physical products and secondhand marketplace integration—emerges as the primary driver of consumer preference and resale frequency, while aesthetic and hedonic value play limited roles. The findings suggest that NFTs create value by enhancing authentication, ownership verification, and resale liquidity.

Keywords: digital fashion, non fungible tokens, phygital

How to Cite:

Chenn, A. & Cho, E., (2025) “From Pixels to Profits: Generating Ongoing Marketing Value from Fashion NFTs”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21964