Abstract :
Purpose: Global brands have been undertaking various projects in recent years to interact with their target audiences related to the metaverse and to strengthen their brand image. The aim of this article is to examine and analyze whether the projects of 2 clothing brands, one of which is a fast fashion brand in the middle segment and the second one is a fashion brand in the luxury segment contribute to their brand image and their interactions with their followers by entering the metaverse area. Materials and Methods: As a qualitative research approach, in which a few cases limited in time are examined in depth with data collection tools containing multiple sources, situations and themes related to the situation are defined, it is evaluated with the original case study method and explanatory format is used. Findings: Problems such as the management of energy resources and equipment products that will support the necessary infrastructure for Metaverse need to be overcome. AR/VR technologies, online multiplayer games, digital virtual twins and blockchain applications, which are components of the metadatabase, have been actively used for some time. In addition, the technological developments that allow the buying and selling of artworks, souvenirs and lands based on the Non Fungible Token (NFT), which has been very popular lately, show that the promised universe is one step closer. However, in order for this fictional universe to be fully realized, 5G technology needs to come into play, AR/VR hardware and content should become widespread, and the use of peer2peer technologies should increase. When Metaverse is brought to life as designed, it will be possible to perform many daily activities such as working, traveling, shopping, going to school, having fun by creating a 3D avatar in a digital universe. Any changes that users make to the metadata store will be permanently visible to almost everyone, thus providing users with greater identity and continuity of experience. The socio-cultural and psychological effects of these changes will also be a subject to be examined. Results: Metaverse is currently in its infancy and there are very few brands that produce stable and strategy-based projects on this platform. Most of these are global brands that are also popular. In order for the Metaverse universe to develop in the direction of attracting larger masses, local brands as well as these big global brands must exist in a multi-layered way so that this universe can develop faster.
Keyword :
Metaverse, augmented reality, NFT, virtual reality