A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital

• Ano de defesa: 2023
• Autor(a) principal: Carvalho, Luisa Haddad Barros de
• Orientador(a): Abreu, Leonardo Marques de
• Banca de defesa: Rodrigues, Marco Aurélio de Souza , Santa Rosa, José Guilherme da Silva
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Gestão da Economia Criativa
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Metaverso; Sociedade em Rede; Economia Criativa; Moda de Luxo; Ambiente Virtual; NFT
• Palavras-chave em Inglês: Metaverse; Network Society; Creative Economy; Luxury Fashion; Virtual Environment; NFT
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ECONOMIA
• Link de acesso: http://tede2.espm.br/handle/tede/741

The way in which fashion admirers consume brands and products has changed over the years, transforming from passive consumption to active conversation. The development of new forms of interaction and consumption, driven by recent technological resources, enabled the emergence of a completely virtual ecosystem. This is an environment commonly called the Metaverse, a term created in 1990 in Neal Stephenson's Snow Crash. Within this context, the work proposed here aims to identify possible opportunities for luxury brands: Louis Vuitton, Gucci and Dolce & Gabbana, within the Metaverse. In order to obtain solid data, a bibliographical review, case study and survey were sent out to luxury fashion consumers, admirers and those interested in technology. The research proposed here aims to identify the perception of luxury brands consumers, regarding their initiatives in the Metaverse. The choice of theme arose due to the need to reflect on this new digital environment, which already receives multimillion-dollar investments from major brands, in addition to promoting discussions about its possible consequences for society. The data will be analyzed in the light of scholars such as Lévy (1999), Castells (1999), Ashton (1999), Galhanone (2005), Lloyd and Luk (2010) and, finally, Hackl, Lueth and di Bartolo (2022). The results showed that, until now, those interested in fashion are usually not interested in technology recurrently, and vice versa.