Platformization, fashion brands and the metaverse: a look at Gucci Town
a look at Gucci Town
DOI:
https://doi.org/10.4013/fem.2023.251.05Abstract
The article investigates how the Gucci brand appropriated metaverse platforms focusing on the analysis of the digital environment Gucci Town (2022) on Roblox. The bibliographic survey brought concepts and discussions about digital platforms and fashion promotion. The methodological basis follows the platformization studies (Poell et al, 2020) that connect theoretical issues and the analysis of empirical data. A methodological model of observation of metaverses was developed and applied in Gucci Town. We understand that the brand explored the possibilities of Roblox to promote and reinforce its positioning with the audience present on the platform. The sale of digital products for avatars and gamified activities contributed to the possible engagement with younger consumers while reinforcing the legacy of the century-old brand.
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