The Metaverse : Exploring Consumer’s Expectations, Their Attitudes, and it’s Mean-ing to the Fashion Industry

The following paper aims to fi nd out consumers’ expectations and attitudes towards the innovation „Metaverse”. It will also be explored which role the Meta Group plays in mass adaption and how the company infl u ences consumers’ possible use and opinion on the project. These results are connected to the fashion industry, fur ther exploring new types of products and a possible distribution channel. Therefore, this study is useful to develop ers of Metaverses and AR/VR products, the Meta Group, and fashion companies. The main results of this research are: Meta and the Metaverse are seen as critical, the required technology has not yet reached mainstream use, but interest is present. Digital fashion had participants divided, some not willing to spend any money and some already having spent over 100€, although the Metaverse´s infl uence on future purchases is little. The Metaverse could serve as a new distribution channel for clothing products. To conduct this research Google Forms was used. The research is classifi ed as survey-based. The biggest limitation is the nonexistence of the Metaverse as envisioned by Meta, making it hard for participants to answer some of the questions asked