KOREASCHOLAR

This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ2) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan’s post-hoc test. Factor analysis of the participants’ lifestyles revealed five distinct types: “Indifferent,” “Social, individual, and leisure-oriented,” “Trend-leading and brand-oriented,” “Appearance and fashion-oriented,” and “Self-improvement-focused and individualistic” types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the “Trend-leading and brand-oriented” type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the “Indifferent” type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the “Trend-leading and brand-oriented” category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as “Indifferent” displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the “Trend-leading and brandoriented” category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

I. Introduction
Ⅱ. Theoretical Background
    1. Metaverse
    2. Luxury fashion brands and digital marketing
Ⅲ. Research Method
Ⅳ. Research Results
    1. Demographic analysis of participants
    2. Metaverse platform usage
    3. Factor analysis for lifestyle typology
    4. Cluster analysis based on lifestyle factors
    5. Perception of Gucci brand according to life styletype
    6. Brand perception of Gucci metaverse’s “Gucci Villa” content experience according to lifestyle type
    7. Perception of Burberry brand according to lifestyle type
    8. Brand perception of Burberry metaverse’s “B Surf” content experience according to lifestyle type
    9. Perception of Balenciaga brand according to lifestyle type
    10. Brand perception of Balenciaga metaverse’s “Fortnite”content experience according to lifestyle type
Ⅴ. Conclusion and Discussion
References

• Hosun Lim(Associate Professor, Dept. of Clothing and Textiles, Sookmyung Women’s University, Korea) Corresponding author