Navigating the New Digital Frontier: An Analysis of Luxury Brand Strategies in the Metaverse

Siyue Wang

doi:10.62051/ijgem.v8n3.03

Authors

Siyue Wang

DOI:

https://doi.org/10.62051/ijgem.v8n3.03

Keywords:

Metaverse, Luxury brands, NFTs, Digital scarcity, Consumer identity, Web3

Abstract

This paper studies how luxury brands act in the metaverse. It utilizes a literature review and two semi-structured expert interviews. It details three stages of digital adoption: resistance, selective integration, and Web3 experiments. It explains how NFTs, virtual goods, and token-gated access create technical scarcity and visible status. It shows how young consumers use digital items to build identity and community. It also lists key risks: energy use, data privacy, and brand dilution. The findings outline key digital tools that help maintain core luxury values and point to unanswered questions about long-term brand equity and consumer behavior.

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