Metaverse and the fashion industry: A systematic literature review

The metaverse presents increasing potential for fashion companies. However, given its rapid evolution, a clear understanding of the role and scope of the metaverse and its implications for brands is lacking Hence, this study presents a systematic literature review on the recent body of knowledge in the management and marketing fields on the role of the metaverse in the fashion industry. Accordingly, 34 articles published between 2009 and 2022 were analyzed. The results revealed that the literature is still in its infancy. The extant research is articulated into four clusters: (1) metaverse and consumer experience, (2) the marketing mix in the metaverse, (3) opportunities and challenges in the metaverse, and (4) the future of retail in the metaverse. Subsequently, we propose a research agenda based on the future strategies to be adopted by fashion companies, to advance the scholarly debate on these issues leveraging neglected research topics and emerging themes.