Metaverse in fashion industry development: applications and challenges

This article studies the peculiarities of using metaverse in fashion industry. Given technical limitations, is being considered as a marketing tool this There are several key areas for brands virtual worlds: branding, goods, fashion, and digital skins, distribution channels logistics, interaction with consumers, customer information. Fashion companies aiming to promote their products connect consumers by creating and/or expanding product concepts world, building brand trust attracting new groups. Increased costs acquisition through paid increase interest an alternative channel. Benefits industry include limitless online format concept development, reaching groups, level multi-channel approach developing, space testing products, developing experience, holding attention, etc. In spite meta universe's advantages industry, at moment it doesn't have mass application sphere brands, there only limited number active clients worlds. The marked some problems development technology results research let us conclude that perspective necessary solve mentioned problems, well work out concrete mechanisms on legislative company strategy, which minimise risks brands' presence maximally will satisfy consumers' desire reality.