Opportunities and limitations of digital marketing to the metaverse phenomenon: A textile sector review

In this research, the opportunities, and limitations of digital marketing to the metaverse phenomenon are examined and the effects of metaverse retailing on the textile sector are evaluated. Therefore, the evolution of retailing; traditional retailing, electronic retailing and metaverse retailing are examined and it is shed light on how the concept of metaverse affects evolution. Spatial dimension is considered due to the activity of retailers in three different and intertwined areas at the same time. In addition, the opportunities and limitations that are met are emphasized with various and current examples. The metaverse phenomenon exemplified in Second Life, Haboo, Roblox and VR chat is invested in analysis through a holistic and inclusive approach. Examples presented within the scope of investment are Microsoft, Facebook, Nvidia brands. On the other hand, the importance of metaverse retailing is mentioned and the advantages it offers compared to traditional textiles are determined. Finally, current applications for retailing and textiles are evaluated by using the meta-analysis method. In this context, current practices of Louis Vuitton, Balenciaga, Nike, Burberry, Givenchy, JW Anderson, Tommy Hilfiger, Dolce and Gabbana, Dior are included. In the research, it is concluded that metaverse retailing often offers opportunities that vary in a reasonable and extraordinary range, can equal its limitations, needs promotional strategies, and especially future research and applications should be expanded within the scope of developed policies. In addition, the results of the research are expected to guide the re-evaluation and reorganization of the expanded marketing mix elements in metaverse retailing.