Metaverse Fashion Ecosystem: A Sustainable Marketing Perspective

Mostafa Mohamad (), Fandi Omeish and Anna Tarabasz
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Mostafa Mohamad: Zayed University
Fandi Omeish: Zayed University
Anna Tarabasz: Zayed University

Chapter Chapter 19 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 447-473 from Springer

Abstract: 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.

Keywords: Metaverse; Fashion ecosystem; Sustainable marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82467-8_19

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DOI: 10.1007/978-3-031-82467-8_19

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