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Metaverse Fashion Ecosystem: A Sustainable Marketing Perspective

In: Sustainable Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Mostafa Mohamad

    (Zayed University)

  • Fandi Omeish

    (Zayed University
    Princess Sumaya University for Technology)

  • Anna Tarabasz

    (Zayed University
    Zayed University)

Abstract

This chapter discusses the mechanism of building the Metaverse Fashion Ecosystem (MFE) as an alternative platform for sustainable marketing. MFE offers a more sustainable venue for fashion companies post-COVID-19, including “Gucci,” “Burberry,” “Balenciaga,” and “The Fabricant.” To address this phenomenon, we reviewed the published cases for their Metaverse shops to explore the pillars of MFE. Then, we used the multiple perspective theory as a lens to analyze it from a trio: technical, organizational, and personal perspectives. Our findings refer to social media and influencer marketing as key technical tools for the immersive experience, social engagement, and visual presentation for different actors. Strategies for sustainable marketing, branding, market positioning, and performance measurements have been highlighted as the main organizational tools for sustainable marketing in MFE. From a personal perspective, consumer behavior could be developed as a customized persona based on nonfungible tokens (NFTs) and blockchain technologies while interacting with customers.

Suggested Citation

  • Mostafa Mohamad & Fandi Omeish & Anna Tarabasz, 2025. "Metaverse Fashion Ecosystem: A Sustainable Marketing Perspective," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Cindy Millman (ed.), Sustainable Digital Marketing for Fashion and Luxury Brands, chapter 0, pages 447-473, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-82467-8_19
    DOI: 10.1007/978-3-031-82467-8_19
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