Metaverse and Brand: A Study of Luxury Brand Digital Marketing Strategy - Taking Gucci as An Example

DOI

10.2991/978-94-6463-098-5_214How to use a DOI?

Keywords

Metaverse; Luxury Brands; Scene Communication; Digital Marketing; Gucci

Abstract

In the context of the experience economy, Gucci has successfully opened up the youth market and played a leading role in the luxury market by creating a rewarding consumer experience for consumers. In order to attract more young consumers and potential customers, some luxury brands are entering the metaverse platform to expand their distribution channels and brand influence in order to increase their market share. Under the prevalence of metaverse concept, this research takes Gucci as an example to discuss and analyze the strategy of scene marketing communication of luxury brands. In the end, it provides feasible suggestions for the metaverse marketing of luxury brands.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiayu Liu
PY  - 2022
DA  - 2022/12/27
TI  - Metaverse and Brand: A Study of Luxury Brand Digital Marketing Strategy - Taking Gucci as An Example
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1907
EP  - 1913
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_214
DO  - 10.2991/978-94-6463-098-5_214
ID  - Liu2022
ER  -