KOREASCHOLAR

Metaverse provides technology for people to connect, find communities, and grow businesses. Its sales have seen growth during the COVID-19 pandemic. In an era of metaverse, luxury brands such as Gucci, Ralph Lauren, Burberry, Balenciaga, and Dolce & Gabbana are trying to adapt to new changes. They launched NFT(Non-fungible token) goods, digital fashion, and virtual luxury goods on various metaverse platforms such as Zepeto, Roblox, and Fortnite. For example, Ralph Lauren in Zepeto provides various types of luxury items, immerses in virtual performances, and has a game plot interaction. As people immerse themselves in the Metaverse, they feel happy from various activities—such as watching advertisements, drinking juice, and playing with friends. Thus, what factors should be considered when the luxury brands manage the metaverse?

• Qi Jiang(Changwon National University)
• Miyea Kim(Changwon National University)
• Eunju Ko(Yonsei University)
• Kyohong Jin(Changwon National University)
• Kanghyeon Shin(Changwon National University)
• Ju-Hyo Hwang(Changwon National University)
• Kyung Hoon Kim(Changwon National University)