Metaverse and Brand Preference: An Empirical Study on Gucci’s Digital Marketing Strategy
Research Article
Open Access
CC BY

Metaverse and Brand Preference: An Empirical Study on Gucci’s Digital Marketing Strategy

Ketianyi Yao 1*
1 McMaster
*Corresponding author: ykty20030901@gmail.com
Published on 26 November 2025
Volume Cover
AEMPS Vol.244
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-563-9
ISBN (Online): 978-1-80590-564-6
Download Cover

Abstract

The rise of the metaverse has provided luxury brands with a brand-new immersive digital marketing approach. However, there are still relatively few empirical studies on the impact of metaverse marketing on consumers' brand preferences for luxury brands, especially a lack of case studies taking Gucci as an example. This study takes Gucci as a case study, focusing on the digital marketing strategies of luxury brands in the context of the metaverse, and explores how the new experiences provided by the metaverse, such as virtual interaction, immersion, and digital scarcity, can integrate with the traditional attractions of luxury goods (such as vanity satisfaction, identity recognition, and aesthetic experience), jointly influencing consumers' brand preferences and loyalty. This study employs quantitative research methods and collects data through structured questionnaires to verify the impact of metaverse digital marketing strategies on Gucci brand preferences. The research results show that the virtual interaction, immersion and digital scarcity in the metaverse digital marketing strategy have significantly enhanced consumers' sense of identity and satisfaction of vanity towards the Gucci brand, thereby increasing brand preference and loyalty.

Keywords:

Metaverse, Luxury Brand, Digital Marketing Strategy, Brand Preference, Gucci

View PDF
Yao,K. (2025). Metaverse and Brand Preference: An Empirical Study on Gucci’s Digital Marketing Strategy. Advances in Economics, Management and Political Sciences,244,23-30.

References

[1]. Statista. (2023). Market size of the global metaverse luxury goods industry. Statista Research Department. https: //www.statista.com/statistics/1295503/metaverse-luxury-goods-market-size/

[2]. Business of Fashion. (2022). How luxury brands are using the metaverse. The Business of Fashion. https: //www.businessoffashion.com/articles/technology/how-luxury-brands-are-using-the-metaverse

[3]. Deloitte. (2023). Global Powers of Luxury Goods 2023. Deloitte Insights. https: //www2.deloitte.com/global/en/pages/consumer-business/articles/gx-global-powers-of-luxury-goods.html

[4]. Gucci. (2021). Gucci Garden on Roblox – A virtual exhibition. Gucci Official. https: //www.gucci.com/us/en/st/stories/article/gucci-garden-roblox

[5]. Veblen, T. (1899). The theory of the leisure class. Macmillan. https: //doi.org/10.4324/9781315125215

[6]. Kapferer, J. N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Kogan Page. https: //doi.org/10.4324/9781470993750

[7]. Wiedmann, K. P., & Hennigs, N. (2020). Luxury marketing in the age of digital transformation: Building customer value through authentic experiences. Journal of Brand Management, 27(6), 665–678.

[8]. Ko, E., & Megehee, C. M. (2022). Luxury branding in the digital era: Understanding symbolic value creation through online engagement. International Journal of Market Research, 64(3), 345–362.

[9]. Wang, Y., Yu, C., & Fesenmaier, D. R. (2002). Defining the virtual tourist experience. Tourism Management, 23(4), 407–417. https: //doi.org/10.1016/S0261-5177(01)00094-6

[10]. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168.

[11]. Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education (pp. 241–258). Greenwood Press.

[12]. Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2021). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116(1), 209–213.

[13]. PwC. (2022). Seeing is believing: How virtual reality and augmented reality are transforming business and the economy. PwC.https: //www.pwc.com/gx/en/industries/technology/publications/seeing-is-believing.html

[14]. Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30. https: //doi.org/10.1509/jmkg.74.4.15

[15]. Turunen, L. L. M., & Laanti, R. (2017). Immortal luxury: The role of brands in the digital consumption of luxury. Journal of Business Research, 77, 146–153. https: //doi.org/10.1016/j.jbusres.2017.04.023

[16]. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.

[17]. Kim, J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on brand relationships and purchase intentions. Computers in Human Behavior, 58, 98–108. https: //doi.org/10.1016/j.chb.2015.05.002

References

[1]. Statista. (2023). Market size of the global metaverse luxury goods industry. Statista Research Department. https: //www.statista.com/statistics/1295503/metaverse-luxury-goods-market-size/

[2]. Business of Fashion. (2022). How luxury brands are using the metaverse. The Business of Fashion. https: //www.businessoffashion.com/articles/technology/how-luxury-brands-are-using-the-metaverse

[3]. Deloitte. (2023). Global Powers of Luxury Goods 2023. Deloitte Insights. https: //www2.deloitte.com/global/en/pages/consumer-business/articles/gx-global-powers-of-luxury-goods.html

[4]. Gucci. (2021). Gucci Garden on Roblox – A virtual exhibition. Gucci Official. https: //www.gucci.com/us/en/st/stories/article/gucci-garden-roblox

[5]. Veblen, T. (1899). The theory of the leisure class. Macmillan. https: //doi.org/10.4324/9781315125215

[6]. Kapferer, J. N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Kogan Page. https: //doi.org/10.4324/9781470993750

[7]. Wiedmann, K. P., & Hennigs, N. (2020). Luxury marketing in the age of digital transformation: Building customer value through authentic experiences. Journal of Brand Management, 27(6), 665–678.

[8]. Ko, E., & Megehee, C. M. (2022). Luxury branding in the digital era: Understanding symbolic value creation through online engagement. International Journal of Market Research, 64(3), 345–362.

[9]. Wang, Y., Yu, C., & Fesenmaier, D. R. (2002). Defining the virtual tourist experience. Tourism Management, 23(4), 407–417. https: //doi.org/10.1016/S0261-5177(01)00094-6

[10]. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168.

[11]. Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education (pp. 241–258). Greenwood Press.

[12]. Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2021). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116(1), 209–213.

[13]. PwC. (2022). Seeing is believing: How virtual reality and augmented reality are transforming business and the economy. PwC.https: //www.pwc.com/gx/en/industries/technology/publications/seeing-is-believing.html

[14]. Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30. https: //doi.org/10.1509/jmkg.74.4.15

[15]. Turunen, L. L. M., & Laanti, R. (2017). Immortal luxury: The role of brands in the digital consumption of luxury. Journal of Business Research, 77, 146–153. https: //doi.org/10.1016/j.jbusres.2017.04.023

[16]. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.

[17]. Kim, J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on brand relationships and purchase intentions. Computers in Human Behavior, 58, 98–108. https: //doi.org/10.1016/j.chb.2015.05.002

Cite this article

Yao,K. (2025). Metaverse and Brand Preference: An Empirical Study on Gucci’s Digital Marketing Strategy. Advances in Economics, Management and Political Sciences,244,23-30.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-563-9(Print) / 978-1-80590-564-6(Online)
Editor: Lukáš Vartiak, Anil Nguyen
Conference website: https://www.icftba.org/London.html
Conference date: 4 November 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.244
ISSN: 2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

For authors
For editors
For reviewers

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.