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Submit a Manuscript to the Journal
Journal of Global Fashion Marketing

For a Special Issue on
Fashion And The Metaverse: Implications For Firms, Consumers, And The Environment

Manuscript deadline
31 January 2023

Cover image - Journal of Global Fashion Marketing

Special Issue Editor(s)

Raffaele Donvito, University of Florence (IT)
[email protected]

Diletta Acuti, University of Portsmouth (UK)
[email protected]

Sanga Song, Indiana University East (US)
[email protected]

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Fashion And The Metaverse: Implications For Firms, Consumers, And The Environment

The metaverse - a virtual world where humans, as avatars, interact with each other in a three-dimensional environment – is changing the world of Fashion. Recent events like the Metaverse Fashion Week have proven that digital fashion is real, and is attracting the interest of global brands and fashion lovers worldwide. As consumers increasingly spend more time in digital worlds, they are becoming more interested in how they express and portray themselves in the digital environment (Chung et al., 2021; Debter, 2021; Jung et al., 2021). Therefore, firms like H&M, Gucci, and Ralph Lauren are opening new virtual stores to sell their digital clothes and offer an immersive shopping experience to their consumers. But what are the potentialities and the threats of this new digital fashion world?

As the social rules or practical considerations do not apply to the metaverse as in real life, firms can experiment new products and new retail concepts with limited risks. For designers, the metaverse offers the possibility to create fashion garments using ‘materials’ that were unimaginable before –a skirt made of water or a dress ‘sewed’ with star dust.

Some firms emphasize the sustainability of digital fashion. The production and distribution of physical fibers and garments used in fashion are depleting natural resources and causing serious damage to the environment (Mukendi et al., 2020). Digital fashion revolutionizes the production process, reducing carbon and water consumption drastically (Whang et al., 2021).

The metaverse is transforming the way businesses attract new consumers and how consumers shop. Shopping beyond space and time will facilitate access to products, creating new potential consumers. Digital avatars and outfit generators enable firms to offer consumers interactive and immersive virtual spaces that enhance the shopping experience and transform the customer journey (Dwivedi et al., 2022; Huh et al., 2021; Park et al., 2021).

Finally, the metaverse of fashion represents a space where consumers can express themselves and experiment with new looks and identities, away from the conventions of everyday life.

Besides all the great opportunities that the metaverse might bring with it, there are still a lot of risks to be figured out related to psychological issues (i.e. alienation, personality disorder) due to technology addiction (Bhatia, 2019), data privacy (Aiello et al., 2020), and legal implications (Gordon et al., 2021).

This special issue aims to stimulate interdisciplinary research leading to papers that have substantial relevance on fashion and the metaverse. It invites conceptual/theoretical or empirical papers using qualitative, quantitative or mixed methods from individuals and/or teams of researchers across academic fields around the world. We encourage scholars to explore the opportunities and challenges of the metaverse and observe how it impacts firms and consumers.

Papers for this special issue may focus on topics including, but not limited to:

  • Benefits and risks of fashion consumption in the metaverse
  • Benefits and risks for fashion firms in the metaverse
  • Accessibility and intention to buy digital fashion items
  • Application and benefits of non-fungible tokens for firms and consumers
  • Consumers' emotions and perceptions of digital fashion
  • Self-expression through fashion in the metaverse
  • Digital luxury, accessibility, and exclusiveness
  • Digital flagship store and retailing in the metaverse
  • Ethical implications of the new digital fashion
  • Sustainability of digital fashion garments
  • Fashion shows in the digital realm

Submission Instructions

Authors should submit their full papers to the Guest Editor of this JGFM Special Issue on “FASHION AND THE METAVERSE: IMPLICATIONS FOR FIRMS, CONSUMERS, AND THE ENVIRONMENT” through the ‘ScholarOne Manuscript portal for the JGFM (http://mc.manuscriptcentral.com/rgfm) to be reviewed for publication in the focused issue.

Submissions will undergo a double-blind, peer review process. Manuscripts must follow the submission guidelines of the JGFM. (https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgfm20)

If you have questions, please contact the guest co-editors.

Instructions for AuthorsSubmit an Article

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