The thesis examines how luxury brands such as Gucci are entering the metaverse, using the example of Gucci Town in Roblox. Traditionally, luxury brands are associated with rarity, prestige and quality, reflecting lifestyle and social status. Digital innovations have brought about the democratisation of luxury goods and new forms of consumption, posing a challenge to maintain exclusivity in widely accessible environments. Metaverse enables the creation of interactive and personalised experiences that offer new ways to engage with users. Roblox as a platform allows full control over the content of experiences and thus over the placement of ads. Gucci Town offers avatar customisation, virtual goods, rewards for gameplay and interactive spaces for immersive player engagement. In doing so, the brand creates an environment where players not only spend time, but also develop a sense of belonging to a luxury community. This strategy helps to strengthen the brand among younger generations, who are key to its long-term growth and visibility. Through the principles of gamification, the brand limits the availability of these goods within the game and maintains the exclusivity with which the brand is associated in the physical world.
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