Fast-Fashion in the Metaverse: How Virtual Worlds Shape Consumer Purchase Intention

Abstract

The fashion industry is experiencing significant transformation as emerging technologies and virtual environment reshape consumer behavior and brand strategy. With growing consumer demand for immersive online experiences, brands are increasingly exploring innovative ways to engage with them more effectively. New technologies are transforming how companies and consumers interact and communicate. The metaverse emerges as a new network and social platform, offering additional value to consumers who expect more than just consuming products - they want to interact with and experience them within a virtual community. Although recent literature in the fashion industry has studied the metaverse’s impact on consumer behavior, its effects on fast-fashion brands remain largely unexplored.Using an exploratory qualitative approach, this research investigates the metaverse's influence on the purchase intention of fast-fashion products. Our findings highlight the metaverse's critical role for fast-fashion brands and consumers, providing immersive, personalised, and interactive shopping experiences. In this highly competitive industry, the metaverse presents substantial business opportunities for fast-fashion companies. By embracing the metaverse and offering virtual fashion items, these brands can pave a path toward greater sustainability, aligning with the rising expectations of today's consumers. This shift prompts fast-fashion companies to adapt their business models to drive growth and sustain relevance in a rapidly changing industry landscape.

Keywords: Metaverse, Fast-Fashion, Brand Equity, Sustainability, Purchase Intention

DOI: 10.7176/JMCR/95-01

Publication date:August 31^st 2025