Virtual Couture: Exploring the Integration of NFTs in Luxury Fashion Brands

Nikola Drašković (), Vanja Šebek () and Mario Fraculj
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Nikola Drašković: Algebra Bernays University
Vanja Šebek: Algebra Bernays University
Mario Fraculj: Algebra Bernays University

Chapter Chapter 7 in The Evolution of Luxury Brands, Volume II, 2025, pp 195-221 from Palgrave Macmillan

Abstract: Abstract This chapter investigates the transformative potential of non-fungible tokens (NFTs) within the luxury fashion industry, emphasising their ability to blend traditional exclusivity with digital innovation. NFTs offer unique opportunities for luxury brands to improve consumer engagement, authenticity, and value creation by leveraging blockchain technology to ensure digital scarcity. The chapter explores how NFTs align with evolving consumer preferences, particularly among younger, digitally savvy audiences who value personalisation and virtual identity expression. It also addresses key challenges, including sustainability concerns and market volatility, highlighting the strategic considerations for integrating NFTs into luxury brand strategies. By examining broader trends and industry practices, this chapter provides a comprehensive overview of how NFTs are reshaping luxury branding in a digitally driven era.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-96680-4_7

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DOI: 10.1007/978-3-031-96680-4_7

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