Metaverse and the fashion industry: A systematic literature review

Giorgia Profumo, Ginevra Testa, Milena Viassone and Kamel Ben Youssef

Journal of Global Fashion Marketing, 2024, vol. 15, issue 1, 131-154

Abstract: The metaverse presents increasing potential for fashion companies. However, given its rapid evolution, a clear understanding of the role and scope of the metaverse and its implications for brands is lacking. Hence, this study presents a systematic literature review on the recent body of knowledge in the management and marketing fields on the role of the metaverse in the fashion industry. Accordingly, 34 articles published between 2009 and 2022 were analyzed. The results revealed that the literature is still in its infancy. The extant research is articulated into four clusters: (1) metaverse and consumer experience, (2) the marketing mix in the metaverse, (3) opportunities and challenges in the metaverse, and (4) the future of retail in the metaverse. Subsequently, we propose a research agenda based on the future strategies to be adopted by fashion companies, to advance the scholarly debate on these issues leveraging neglected research topics and emerging themes.

Date: 2024
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2023.2270587 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:131-154

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2023.2270587

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().