Luxury and the Metaverse
Danxi Chen, Tianyi Jiang, XuanXuan Li, Yaolun Zhang · BCP Business & Management · 2022
The Metaverse serves as a new emerging field in the field of marketing, the concept of the Metaverse is being used by different companies to increase their sale revenue. Most luxury brands see this as a new opportunity to rebrand themselves to attract the young generation of customers from online communities. In this article, two brands Gucci and Givenchy will be discussed and compared in terms of their perspective field: Feedback, Target, and Profit. After examination, it is believed that the Metaverse can gain some discussion and topics from the online communities and serves its purpose to attract online customers. However, the Metaverse is developed too fast in its initial stage in which the basic setting and virtual communities are not perfect which results in its decline in 2022.