Fashion retailing in the metaverse | Intellect Skip to content
1981
Volume 9 Number 4
  • ISSN: 2050-0726
  • E-ISSN: 2050-0734

Abstract

As fashion and retail technologies have become more sophisticated, consumers are vastly connected to the multiverse, both through the cloud and the integration of physical and digital spaces called phygital. This type of omnichannel commerce has become a requirement for brands to stay relevant. Developing parallel to the world of omnichannel has been digital gaming. Imagine these two worlds converged into one concept. Enter the metaverse. The idea of the metaverse or a virtual alternative reality is not new. With various iterations in pop culture, the concept of escaping into another dimension, whether dystopian or utopian, is part of the human psyche. Fast forward to a virtual post-pandemic society, the concept of the metaverse and the community it develops is timely. The metaverse allows the consumer to dive into a far more stimulating and immersive experience that have fashion brands collectively strategizing their deliveries. This article will conduct a discourse analysis on the metaverse and its gaming roots, how fashion and retail hope to build community and compelling applications of brand deliveries through these digital worlds. The article will review the adoption challenges that may arise with the consumer, applications that are kink free, privacy protection, regulation, payment systems, adoption of entrance devices and brand deliveries using NFTs or non-fungible tokens.

Loading

Article metrics loading...

/content/journals/10.1386/fspc_00159_1
2022-10-01
2024-04-16
Loading full text...

Full text loading...

References

  1. Abloh, Virgil. ( 2021;), ‘ Virgial Abloh Instagram. ’, Instagram, 26 February https://www.instagram.com/p/CLwtSDEpsBO/?hl=en. Accessed 25 October 2021.
    [Google Scholar]
  2. Anyanwu, Obi. ( 2021;), ‘ WWD: Nike unveils “Nikeland” experience in Roblox. ’, Currently from AT&T | Yahoo, 19 November, https://currently.att.yahoo.com/att/nike-unveils-nikeland-experience-roblox-225908845.html. Accessed 3 November 2021.
    [Google Scholar]
  3. Associated Press News ( 2021;), ‘ Facebook renames itself Meta to emphasize its “metaverse” vision. ’, AP News, 28 October, https://apnews.com/article/technology-business-ap-news-alert-7e9c3727bd8972ad94de56898ecc45c0. Accessed 12 October 2021.
    [Google Scholar]
  4. BDC ( 2021;), ‘ Becoming with: The new immersive Topshop virtual reality campaign. ’, BDC, 30 May, https://www.bdc-retail.com/uk/the-new-immersive-topshop-vr-campaign/. Accessed 25 October 2021.
    [Google Scholar]
  5. Businesswire ( 2021;), ‘ Tokens.com’s subsidiary closes the largest metaverse land acquisition in history. ’, Businesswire, 23 November, https://www.businesswire.com/news/home/20211123005825/en/Tokens.com%E2%80%99s-Subsidiary-Closes-the-Largest-Metaverse-Land-Acquisition-in-History. Accessed 23 October 2021.
    [Google Scholar]
  6. CB Insights ( 2021;), ‘ The metaverse mall and why it matters. ’, CB Insights, 10 March, https://www.cbinsights.com/research/metaverse-virtual-world-retail/. Accessed 25 October 2021.
    [Google Scholar]
  7. Clark, Peter Allen. ( 2021;), ‘ What is the metaverse? Here’s why it matters. ’, Time, 15 November, https://time.com/6116826/what-is-the-metaverse/. Accessed 25 October 2021.
    [Google Scholar]
  8. Duffield, Benjamin. ( 2021), 2149: The Aftermath, Canada:: Suki Films and Nortario Films;.
    [Google Scholar]
  9. Electronic Arts ( 2021), The Sims 4, https://www.ea.com/games/the-sims/the-sims-4. Accessed 20 November 2021.
    [Google Scholar]
  10. Hackl, Cathy. ( 2020;), ‘ The metaverse is coming and it’s a very big deal. ’, Forbes, 5 July, https://www.forbes.com/sites/cathyhackl/2020/07/05/the-metaverse-is-coming--its-a-very-big-deal/?sh=170507c1440f. Accessed 12 October 2021.
    [Google Scholar]
  11. Holbrook, Sara. ( 2021;), ‘ The metaverse reimagines retail. ’, The Robin Report, 14 August, http://therobinreport.com. Accessed 11 November 2021.
    [Google Scholar]
  12. Hopp, Deven. ( 2021;), ‘ Sephora facts. ’, Byrdie, 30 May, https://www.byrdie.com/sephora-facts. Accessed 25 October 2021.
    [Google Scholar]
  13. Isaac, Mike. ( 2021;), ‘ To build the metaverse, Meta first wants to build stores. ’, New York Times, 5 November, https://www.nytimes.com/2021/11/05/technology/facebook-stores-meta-metaverse.html. Accessed 20 November 2021.
    [Google Scholar]
  14. Jaekel, Brielle. ( 2021;), ‘ Sephora tries on augmented reality for update. ’, Retail Dive, https://www.retaildive.com/ex/mobilecommercedaily/sephora-tries-on-augmented-reality-update-for-real-time-facial-recognition. Accessed 25 October 2021.
    [Google Scholar]
  15. Lee, Lik-Hang,, Braud, Tristan,, Zhou, Pengyuan,, Lin, Wang,, Xu, Dianlei,, Lin, Zijun,, Kumar, Abhishek,, Bermejo, Carlos, and Hui, Pan. ( 2021;), ‘ All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. ’, Journal of Latex Class Files, 14:8, pp. 147, https://arxiv.org/abs/2110.05352. Accessed 23 October 2021.
    [Google Scholar]
  16. Linden Lab ( 2021), Second Life, New York:: Linden Lab;.
    [Google Scholar]
  17. LVMH ( 2021;), ‘ Dior creates its own virtual reality headset. ’, LVMH, 12 June, https://www.lvmh.com/news-documents/news/dior-creates-its-own-virtual-reality-headset/. Accessed 25 October 2021.
    [Google Scholar]
  18. Malik, Daniyal. ( 2021;), ‘ So far over 5 million headsets have been sold. ’, Digital Information World, 3 May, https://www.digitalinformationworld.com/2021/05/in-q1-of-2021-facebook-has-already-sold.html. Accessed 25 October 2021.
    [Google Scholar]
  19. McDowell, Maghan. ( 2021;), ‘ Is it time to hire a chief metaverse officer?. ’, Vogue Business, 5 October, https://www.voguebusiness.com/technology/is-it-time-to-hire-a-chief-metaverse-officer. Accessed 25 October 2021.
    [Google Scholar]
  20. Mozee, Carla. ( 2021;), ‘ Facebook’s metaverse project will help drive as much as 22% upside in the stock, Bank of America says. ’, MSN, 26 October, https://www.msn.com/en-in/money/news/facebook-s-metaverse-project-will-help-drive-as-much-as-22-upside-in-the-stock-bank-of-america-says/ar-AAPYGVu?amp%25252525253Bocid=mailsignout. Accessed 20 November 2021.
    [Google Scholar]
  21. Newton, Casey. ( 2021), Mark in the Metaverse from The Verge, New York:: Podcast;.
    [Google Scholar]
  22. Niantic ( 2021), Pokémon Go, https://pokemongolive.com/en/. Accessed 25 October 2021.
    [Google Scholar]
  23. O’Brien, Matt, and Chan, Kelvin. ( 2021;), ‘ Explainer: What is the metaverse and how will it work. ’, AP News, 28 October, https://apnews.com/article/meta-facebook-explaining-the-metaverse-f57e01cd5739840945e89fd668b0fa27. Accessed 25 October 2021.
    [Google Scholar]
  24. Ondrejka, Cory. ( 2004;), ‘ Escaping the gilded cage: User created content and building the metaverse. ’, New York Law School Review, 49, https://www.researchgate.net/publication/228198983_Escaping_the_Gilded_Cage_User_Created_Content_and_Building_the_Metaverse, pp. 81101. Accessed 25 October 2021.
    [Google Scholar]
  25. Papagiannidis, Savvas, and Bourlakis, Michael. ( 2010;), ‘ Staging the new retail drama: At a metaverse near you!. ’, The Journal of Virtual Worlds Research, 2:5, pp. 317.
    [Google Scholar]
  26. Redding, Neil. ( 2021;), ‘ What the metaverse means for retail. ’, Medium, 17 November, https://medium.com/near-future-of-retail/what-the-metaverse-means-for-retail-f793a9d9ccea. Accessed 25 October 2021.
    [Google Scholar]
  27. Retail Innovation ( 2020;), ‘ Topshop use virtual reality headsets for catwalk. ’, Retail Innovation, 22 November, https://www.retail-innovation.com/topshop-use-virtual-reality-headsets-for-catwalk. Accessed 25 October 2021.
    [Google Scholar]
  28. Retail Innovation ( 2021;), ‘ Vans launch a metaverse experience in the popular Roblox game. ’, Retail Innovation, 18 September, https://www.retail-innovation.com/index.php/vans-launch-metaverse-experience-in-roblox. Accessed 1 December 2021.
    [Google Scholar]
  29. Roblox ( 2021), Roblox, https://www.roblox.com/. Accessed 25 October 2021.
    [Google Scholar]
  30. Rowgow, Maury. ( 2021;), ‘ How will companies market virtual marketplace. ’, CISION PRWeb, 4 October, https://www.prweb.com/releases/the_metaverse_how_will_companies_market_virtual_marketplace/prweb18239093.htm. Accessed 25 October 2021.
    [Google Scholar]
  31. Saunders, Neil. ( 2021;), ‘ Is retail ready to enter the metaverse?. ’, RetailWire, 24 September, https://www.retailwire.com/discussion/is-retail-ready-to-enter-the-metaverse/. Accessed 25 October 2021.
    [Google Scholar]
  32. Stein, Scott. ( 2021;), ‘ Facebook goes Meta: What is the metaverse and why is Big Tech obsessed?. ’, CNET, 28 October, https://www.cnet.com/tech/computing/facebook-goes-meta-what-is-the-metaverse-and-why-is-big-tech-obsessed/. Accessed 25 October 2021.
    [Google Scholar]
  33. Stephenson, Neal. ( 2021), Snow Crash, Neal Stephenson, https://www.nealstephenson.com/snow-crash.html. Accessed 25 October 2021.
    [Google Scholar]
  34. Spielberg, Steven. ( 2018), Ready Player One, USA:: Warner Bros. Pictures;.
    [Google Scholar]
  35. Trumball, Douglas. ( 1983), Brainstorm, USA:: Metro-Goldwyn-Mayer;.
    [Google Scholar]
  36. Wachowskis, The. ( 1999), The Matrix, USA:: Warner Bros;.
    [Google Scholar]
  37. WGSN ( 2021), Welcome to the Metaverse, New York:: Ascentail;.
    [Google Scholar]
  38. Wired ( 2021;), ‘ The future of reality. ’, Wired, 1 December, p. 58.
    [Google Scholar]
  39. Wunderman, Thompson. ( 2021), Into the Metaverse, New York:: Wunderman Thompson;.
    [Google Scholar]
  40. Zoobylife ( 2019), Zoobylife, https://zoobylife.com/. Accessed 25 October 2021.
    [Google Scholar]
  41. Weiss, Catharine. ( 2022;), ‘ Fashion retailing in the metaverse. ’, Fashion, Style & Popular Culture, 9:4, pp. 52338, https://doi.org/10.1386/fspc_00159_1
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1386/fspc_00159_1
Loading
This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error