LÜKS TÜKETİM PAZARLARINDA METAVERSE UYGULAMALARI, ZORLUKLAR, FIRSATLAR, GELECEĞE YÖNELİK ÖNGÖRÜLER
METAVERSE APPLICATIONS IN LUXURY CONSUMER MARKETS, CHALLENGES, OPPORTUNITIES, FUTURE FORECASTS


DOI:
https://doi.org/10.5281/zenodo.16360237Anahtar Kelimeler:
Lüks moda, Metaverse, NFT, Sanal Moda PlatformlarıÖzet
İnternet teknolojilerinin gelişimiyle birlikte yaşanan değişimler, sanal evrende metaverselerin doğuşuna yol açmıştır. Dünyanın dört bir yanında farklı alanlarda kendini gösteren sanal gerçeklik, lüks markalarında sıklıkla kullandığı bir pazarlama stratejisi haline dönüşmüştür. Meta evrenin yenilikleri reklamlar, sanal moda platformları, dijital gardıroplar, internetten alım satıma imkân tanıyan NFTler gibi birbirinden gerçekçi uygulamalarla tüketicilerin beğenisine sunulmaktadır. Bu çalışmada sanal dünyada yer alan metaverse uygulanmalarının lüks moda sektöründe kullanımını incelemek ve fırsatlarının, zorluklarının neler olduğunu belirlemek, son olarak da geleceğe yönelik tahinlerde bulunmak amaçlanmıştır. Metaverselerin lüks moda sektörüne dâhil edilmesinin, yaratıcılık ve verimlilik paradigmalarını yeniden şekillendiren dönüştürücü bir dalgaya yol açması, bir fırsat olarak değerlendirilebilir. Ancak ortaya çıkan gizlilik ihlali, güvenlik endişeleri gibi nedenler, metaverselerin zorluklarının başında gelmektedir. Gelecekte lüks modanın sanal dünyalarda öneminin artacağı ön görülmektedir.
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