New Marketing Model of Fashion Luxury Industry --- Metaverse Marketing

Abstract

Metaverse, a concept that brings together highly sophisticated technologies from several major fields, is essentially a virtual, digitized process of the real world. It has received attention from people from all walks of life in the past years. Many fashion luxury brands have also seized this opportunity to innovate a new marketing model - metaverse marketing which has created many benefits for brands, including increased media exposure and public attention, as well as rejuvenation and deepening of the brand's premium image in ways that traditional marketing models could never achieve. Simultaneously, due to the scientific and technological limitations and legal restrictions related to metaverse, brands face many risks in metaverse marketing. Therefore, in this process, the luxury industry needs to always keep the marketing concept with consumers as the core, cooperate with technically mature enterprises for the development of technological products, and also develop diversified marketing plans to optimize the use of metaverse marketing to serve brand building on the basis of not damaging consumers' interests and destroying their own brand positioning.