Merchandising/Marketing/Retailing: Management

Fashion and Beauty Retailing with the Metaverse: A Systematic Review of 5 Years of Research

---

Abstract

The metaverse allows retailers new opportunities to promote their products and brands by providing brand-new digital experiences to consumers. However, the academic understanding of the metaverse in fashion and beauty retailing remains yet blurred. To fill the research gap, a systematic review of 5 years of research publications was conducted following the PRISMA protocol. The distribution of publications by year showed the recent surging interest in the metaverse. Despite the scattered understanding of the term metaverse, two major approaches to conceptualizing the metaverse were found. The dominant concepts and issues covered in the retailing and consumer behavior literature on the metaverse represent the advent of meta-commerce. In order to compensate for the lack of physical sensory experience and induce desirable consumer experience in the meta-commerce, fashion and beauty retailers are recommended to provide high responsiveness, realistic feelings, and entertainment and social values by enhancing perceived interactivity and vividness.

Keywords: Metaverse, Metaverse retailing, Fashion and Beauty, Systematic Review

How to Cite:

Lee, G. & Kim, H., (2022) “Fashion and Beauty Retailing with the Metaverse: A Systematic Review of 5 Years of Research”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15953