{rfName}

Indexed in

Citations

7

Altmetrics

Analysis of institutional authors

Rodríguez Sánchez, MercedesAuthorGarcia-Badell, GAuthor

Share

January 24, 2025
Publications
>
Proceedings Paper
No

Dressing the Metaverse. The Digital Strategies of Fashion Brands in the Virtual Universe

Publicated to: Advances in Fashion and Design Research. 387-397 - 2023-01-01 (), DOI: 10.1007/978-3-031-16773-7_33

Authors:

Sanchez, MR; Garcia-Badell, G
[+]

Affiliations

Univ Politecn Madrid, Ctra Valencia Km 7 - Author

Abstract

It will be some years before the Metaverse is a fully developed reality, but we spend more and more time connected to virtual worlds, in which we live fashion-related experiences. The Metaverse has the potential to change the way we communicate, work, have fun and do business, and the fashion industry is a pioneer in the development of marketing strategies that allow it to participate in different ways in these virtual worlds. The objective of the present work is to analyse the role that fashion plays in the Metaverse, and the opportunities this world presents to promote brands and generate income in its booming market for virtual goods, or v-commerce. Based on an examination of the still scarce scientific literature and recent press articles on the subject, this study highlights the importance of digital fashion not only as a means of self-expression, but as an opportunity for designers and users to explore new creative frontiers. In addition, the Metaverse is expected to be the new marketing platform, where brands will be able to develop other ways of marketing, communicating and building communities of users of the digital universe.
[+]

Keywords

Digital fashionDigital marketingMetaverseNftV-commerceVideogames

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

Independientemente del impacto esperado determinado por el canal de difusión, es importante destacar el impacto real observado de la propia aportación.

Según las diferentes agencias de indexación, el número de citas acumuladas por esta publicación hasta la fecha 2026-04-26:

  • WoS: 7
[+]

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2026-04-26:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 26.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 25 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 3.

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: https://oa.upm.es/86847/

As a result of the publication of the work in the institutional repository, statistical usage data has been obtained that reflects its impact. In terms of dissemination, we can state that, as of

  • Views: 149
  • Downloads: 1
[+]

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Broega, AC) and Last Author (Cunha, J).

the author responsible for correspondence tasks has been Sanchez, MR.

[+]