Exploring Luxury Brand Marketing Strategies in the Metaverse: The Case of Gucci Town on Roblox

With the emergence of Web 3.0, the metaverse has become an essential strategic avenue for luxury fashion brands to engage with younger consumer groups who are traditionally difficult to reach. As an industry pioneer, Gucci has launched several metaverse initiatives, with Gucci Town on the Roblox platform being the most notable. This study investigates Gucci's metaverse strategy through a combination of literature review and case analysis, employing Value Co-creation theory and the 4E marketing model as analytical frameworks. The findings reveal that Gucci leverages the metaverse to foster deep interaction with younger audiences: immersive experiences and virtual product sales enhance user participation and sense of belonging, while social media sharing extends brand influence. Nevertheless, the strategy also faces limitations, including heavy reliance on the Roblox platform, and potential intellectual property risks. Overall, Gucci's practices demonstrate the feasibility of reconstructing brand narratives and consumer relationships in digital environments, although sustainable success will depend on striking a balance between innovation and risk management.