메타버스를 활용한 럭셔리 브랜드 디지털 마케팅 전략

The global luxury brand market size in 2022 was $294.2 billion, an increase of 13.5% year-on-year. The size of the Korean luxury brand market was $16.8 billion in 2022, an increase of 24% year-on-year. Recently, the global luxury brand industry is undergoing radical changes, establishing various marketing strategies as a way to cope with the increase in purchasing power of Generation Z. As consumption channels are expanding from offline to online, competition in the online luxury market is intensifying. Luxury brands are using digital marketing that incorporates more advanced technology as a strategy to occupy the online market. Among them, metaverse marketing is the biggest issue. Global luxury brands are establishing various marketing strategies using the metaverse platform as part of digital marketing. This study derives the forms and strengths of the luxury brand industry and digital marketing through literature research and theoretical considerations on luxury brands and digital marketing. In addition, based on the analysis of metaverse marketing strategies, we analyzed the metaverse marketing cases used by global luxury brands Gucci, Balenciaga, and Etro. As a result of the analysis, global luxury brands are implementing metaverse marketing strategies that increase brand power by communicating with consumers in both directions through brand collaboration, display advertising, marketplace, brand channel, advertising, and virtual influencer.