Marketing Mix Strategy in the Metaverse: The Luxury Brands Case Study

Abstract

In the context of the Metaverse, the fashion industry is undergoing a historic shift. With the emergence of the Metaverse as a new social and transactional attribute platform, many luxury brands have begun to set foot in the Metaverse to carry out distinctive marketing activities. These luxury companies use the Metaverse to reshape the luxury consumption experience and marketing methods, a trend that is driving innovation and disruption in the luxury industry. This article will analyze the influence of Metaverse on the marketing mix strategy of luxury brands under the background of Metaverse consumption culture, combined with the actual cases of luxury brands, and propose new trends and strategies.