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Is the Metaverse the Future of the Fashion Industry? A Case Study on Louis Vuitton

In: Global Fashion Conference

Author

Listed:
  • Ruxandra Duta

    (Bucharest University of Economic Studies)

  • Octavia Albu

    (Bucharest University of Economic Studies)

Abstract

The era of virtual reality and artificial intelligence has created many shifts in every industry, fashion being one of them. With it came the metaverse, which some may say “The metaverse is the next evolution in social connection and the successor to the mobile internet” (Anon., n.d.). Though many have tried to define it, the metaverse is still a very complex and broad term that can refer to a multitude of technologies and “experiences”, “That’s because the term does not refer to any one specific type of technology, but rather a broad (and often speculative) shift in how we interact with technology” (Ravenscraft, 2023). The metaverse rose to popularity especially when the pandemic hit and with it many brands/companies moved from the physical to the digital. The fashion industry especially benefited from the integration of the metaverse. Many luxury brands started to include them on their websites, on digital platforms, and even in popular games. Brands see the metaverse as a portal to connect with GenZ and younger generations that are in touch with the ever-changing technology (McKinsey & Company, 2023).

Suggested Citation

  • Ruxandra Duta & Octavia Albu, 2026. "Is the Metaverse the Future of the Fashion Industry? A Case Study on Louis Vuitton," Springer Books, in: Isabel Cantista (ed.), Global Fashion Conference, pages 193-208, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-02070-3_13
    DOI: 10.1007/978-3-032-02070-3_13
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