The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences

This study investigates how luxury fashion brands manage brand experience in retail strategies that involve the metaverse. To achieve this research objective, we adopted a qualitative methodology collecting 26 semistructured interviews with luxury brand practitioners and industry experts. The results highlight key areas in luxury retail where Metaverse campaigns enhance brand experiences and reduce frictions. This study contributes to the literature on luxury retailing by providing theoretical insights into the emerging strategies of luxury fashion brands in the metaverse. Finally, managerial implications are discussed in terms of how luxury fashion brands can leverage the metaverse to integrate channels in an immersive manner.