Fashion and the metaverse: Implications for consumers and firms

The metaverse is transforming the fashion industry, offering novel consumer experiences and inventive prospects for businesses. This special issue delves into consumer behavior, business strategies, and future research avenues within the intersection of fashion and the metaverse. Key findings highlight consumer values guiding metaverse fashion consumption and the role of avatar resemblance in purchase intent. Firms leverage the metaverse for innovation through NFTs and immersive experiences. Distinct motivations guide luxury and fast fashion firms into the metaverse, where NFTs wield substantial influence over the fashion landscape. A stakeholder engagement framework facilitates navigation, and an industry-accepted definition of digital fashion categorises end-products. However, challenges such as psychological well-being, technology addiction, data privacy, and legal concerns must be addressed to ensure a safe and ethical metaverse experience for fashion consumers.