Exploring the Intersection of Fashion Marketing in the Metaverse: Leveraging Artificial Intelligence for Consumer Engagement and Brand Innovation

Abstract

This research aims to investigate the untapped domain of fashion marketing within the metaverse, specifically harnessing Artificial Intelligence (AI) to revolutionize consumer engagement and facilitate brand innovation. The increasing prevalence of digital spaces, particularly the metaverse, is radically altering traditional marketing strategies. In this context, the fashion industry faces new challenges and opportunities. The study remaps the boundaries between physical and digital fashion marketing, focusing on immersive spaces wherein fashion consumers can interact intimately with brands. We delve into the mechanics of AI and how it can be tailored to enhance engagement, produce customized experiences, and draw actionable insights from consumer behavior patterns in the metaverse. The study finds that the integration of AI technology can lead to an enhanced understanding of fashion consumers, leading to personalized experiences and innovative brand promotions. This integration progresses the field of fashion marketing, specifically by creating unique engagement strategies and fostering brand innovation within the metaverse. As the convergence of fashion and technology continues to intensify, this research offers pioneering directions for brands, marketers, and related stakeholders navigating the digital frontier.