Digital Wonderland in Web3

Abstract

As the fashion industry adapts to the emergence of web3 and the Metaverse there is uncertainty in brand-consumer interactions. In the face of limited literature, a qualitative netnographic approach was adopted to explore the unique dynamics of the Gucci brand community on Discord, a fashion brand web3 community, over three weeks. Results indicate a shift away from traditional online brand communities towards a new community relationship. A dual function emerges where members relate to the brands’ identities while simultaneously valuing community dynamics. As a result, these communities become hubs of mutual support with a unique collective identity intertwined with the brand’s personality. The Gucci community emerges as a digital utopia reflecting aspirations for a better future, where members engage in Community Integrated Brand Engagement (CIBE), creatively interacting with the brand through the community’s social structure. This research emphasises the potential of web3 brand communities, providing insights for stakeholders in research, the fashion industry, and web3 developers.