Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox

ABSTRACT The luxury fashion industry is increasingly investing in digital technologies associated with the Metaverse to attract younger consumers traditionally difficult to engage. However, academic research exploring how luxury brands leverage the Metaverse for marketing remains scarce. This paper examines how Gucci utilized the gaming platform Roblox to market products in its virtual environment, Gucci Town. Anchored in the diffusion of innovations, the theory of embodied social presence, and the SPICE conceptual model, this qualitative case study reviews secondary data sources, including business reports, archival data, and narratives describing Gucci's digital strategy. Findings show that the Metaverse enables Gucci to expand its presence affordably and boost brand awareness among younger audiences. Gucci's participation exemplifies how luxury brands must adopt this digital transformation to craft compelling value propositions aligned with emerging market capabilities. The study highlights the potential of the Metaverse to redefine luxury, blending traditional exclusivity and identity with the interactive value proposition of a digital ecosystem. Practical implications suggest luxury brands should prioritize strategic partnerships and skill development to navigate the Metaverse effectively. Future research is recommended to investigate further intersections between luxury fashion, technology companies, sustainability practices, and talent retention within Metaverse ventures.