Fashion and immersive electronic games: a study on the consumption of skins
The video game industry and the metaverse are intertwined, leading brands from different products to explore new ways of interacting with the market. This study investigates skin consumers' perception of fashion brands' participation in immersive games. Qualitative methods were used, with...
| Autores: | , , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Recursos: | Universidade Estadual de Londrina (UEL) |
| Repositorio: | Projética Revista Científica de Design |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/50005 |
| Acesso em linha: | https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/50005 |
| Access Level: | acceso abierto |
| Palavra-chave: | fashion metaverse consumption of skins Consumption behavior Moda Metaverso comportamiento de compra de skins Comportamiento del consumidor Consumo de skins metaverso Comportamento do consumidor |
| Resumo: | The video game industry and the metaverse are intertwined, leading brands from different products to explore new ways of interacting with the market. This study investigates skin consumers' perception of fashion brands' participation in immersive games. Qualitative methods were used, with semi-structured interviews with Fortnite players. In addition to reflecting aesthetic preferences, it was identified that to be acquired, skins must express players' identity and emotional connections. The presence of fashion brands in the game is perceived positively by players, who consider them strategically intelligent, strengthening their reputation inside and outside the metaverse. This study aims to contribute to the adjustment of market strategies for different fashion brands to take advantage of the opportunities of the metaverse to establish more positive relationships with consumers, virtually and physically, and increase their sales. |
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