"The Metaverse and the Impact of NFTs on the Luxury Fashion sector: a comparative analysis of value creation, brand engagement, and consumer perceptions."

This thesis explores the impact of the Metaverse and Non-Fungible Tokens (NFT) in the luxury fashion industry, focusing on the implications of these digital assets on value creation, brand engagement, and consumer perceptions. With the development and expansion of digital technologies, luxury brands are adapting their strategies to exploit the opportunities offered by these new phenomena. However, the existing literature presents a dearth of specific studies on the intersection between NFT, Metaverse and luxury fashion. Therefore, the aim of this research is to examine the current landscape, analysing emerging trends and the implications of this innovative marriage between luxury fashion and virtual reality. The research methodology adopted consists of a comparative study of two main cases through interviews with employees: Dolce & Gabbana and Versace. Through the analysis of the case studies and the integration of theoretical knowledge, this research aims to provide a detailed overview of the implications and opportunities offered by NFT and Metaverse in the luxury fashion industry. Following this, a sentiment analysis was carried out on the projects launched by Dolce&Gabbana to analyse the relative brand engagement. The findings will be useful for luxury fashion brands who wish to better understand how to adapt to these new technologies and exploit them to reach a wider and more engaged audience.