In today’s fast-paced digital world, fashion brands are constantly searching for new ways to engage with Gen Z consumers. The metaverse, with its promise of a virtual realm allowing people to interact, create, and shop, has been touted as the next big thing. However, Kivelä believes it shouldn’t be seen as a mere checkbox on a fashion brand’s to-do list. Instead, she emphasises the importance of understanding where consumers are right now and engaging with them on familiar platforms.

Using the metaverse to engage with Gen Z

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