Dressing the Metaverse. The Digital Strategies of Fashion Brands in the Virtual Universe

It will be some years before the Metaverse is a fully developed reality, but we spend more and more time connected to virtual worlds, in which we live fashion-related experiences. The Metaverse has the potential to change the way we communicate, work, have fun and do business, and the fashion industry is a pioneer in the development of marketing strategies that allow it to participate in different ways in these virtual worlds. The objective of the present work is to analyse the role that fashion plays in the Metaverse, and the opportunities this world presents to promote brands and generate income in its booming market for virtual goods, or "v-commerce". Based on an examination of the still scarce scientific literature and recent press articles on the subject, this study highlights the importance of digital fashion not only as a means of self-expression, but as an opportunity for designers and users to explore new creative frontiers. In addition, the Metaverse is expected to be the new marketing platform, where brands will be able to develop other ways of marketing, communicating and building communities of users of the digital universe.