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

Seda MUTİ TABANLI

doi:10.5281/zenodo.16360237

Authors

Seda MUTİ TABANLI Bağımsız araştırmacı https://orcid.org/0000-0002-8567-9694

DOI:

https://doi.org/10.5281/zenodo.16360237

Keywords:

Luxury fashion, Metaverse, NFT, Virtual Fashion Platforms

Abstract

The changes experienced with the development of internet technologies have led to the birth of metaverses in the virtual universe. Virtual reality, which manifests itself in different areas all over the world, has become a marketing strategy frequently used by luxury brands. The innovations of the metaverse are presented to consumers with realistic applications such as advertisements, virtual fashion platforms, digital wardrobes, NFTs that enable online buying and selling. In this study, it is aimed to examine the use of metaverse applications in the virtual world in the luxury fashion sector, to determine what the opportunities and challenges are, and finally to make predictions for the future. The inclusion of metaverse in the luxury fashion sector can be considered as an opportunity, leading to a transformative wave that reshapes the paradigms of creativity and productivity. However, reasons such as privacy breaches and security concerns are the main challenges of metaverses. It is predicted that luxury fashion will increase in importance in virtual worlds in the future.

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METAVERSE APPLİCATİONS İN LUXURY CONSUMER MARKETS, CHALLENGES, OPPORTUNİTİES, FUTURE FORECASTS