Merchandising/Marketing/Retailing: Management

Luxury Fashion NFTs: Exploring Consumer Motivations and Behaviors

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Abstract

The interest in digital technology and the rise of the metaverse has created noticeable attention to nonfungible tokens, or NFTs. One of those industries that are taking notice of NFTs is the luxury fashion industry. Given the potential growth of NFT strategies within the luxury market, a study is warranted to explore this phenomenon in depth. Therefore, the aim of the conceptual paper is to propose a study to explore NFT strategies within the luxury market among consumers and to outline their thoughts, motivations, and behaviors within this new realm of luxury consumption. The authors propose utilizing a phenomenological approach to understand the “lived experiences” of consumers during the consumption process of luxury NFTs from luxury brands. Exploring the consumer’s thoughts, motivations, and behaviors with luxury fashion NFTs can provide strategic implications for luxury fashion brands.

Keywords: luxury, NTFs, systems theory, metaverse

How to Cite:

Slaton, K. & Pookulangara, S., (2022) “Luxury Fashion NFTs: Exploring Consumer Motivations and Behaviors”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15738