Published Online:December 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM031225
DOI:10.71329/IUPJBRM/2025.22.4.35-55
Author Name:Hemantha Y
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:35-55
In recent times, luxury fashion houses have embraced the metaverse platform, which has reshaped the luxury landscape, providing best brand experiences to their consumers. This study examines luxury fashion brands under three major themes: adoption of the metaverse, retail marketing mix in the metaverse, and overall brand experience in the metaverse. Semi-structured interviews were conducted among industry experts as part of the qualitative study. The study highlights the overall brand experience and the intersection of luxury brands in the metaverse, foregrounding how luxury brands can create consumer immersive experiences through metaverse and sustainable strategy.
For luxury brands, the metaverse has emerged as a preferred platform for promoting digital products and delivering distinctive brand experiences (Ki et al., 2025; Park et al., 2023). These platforms elevate consumer-brand relationships by providing social experiences that fulfill the growing expectations of consumers (Kumari et al., 2024).