MARKETING IN FASHION INDUSTRY IN WEB 3.0 ERA

Abstract

In an era of fast-pace technological change, the internet is evolving from Web 1.0 (static, one-way communication) and Web 2.0 (interactive, collaborative platforms) to Web 3.0, characterized by decentralization, artificial intelligence, blockchain, and a focus on authentic values and meaningful connections. Web 3.0 empowers consumers and transforms the internet into a decentralized platform where users control their personal data, intermediaries are replaced by smart contracts and blockchain, but it also introduces challenges such as technological complexity, security risks, regulatory difficulties, and interoperability with Web 2.0. Web 3.0 marketing emphasizes an approach that includes emotional, cultural, and spiritual dimensions, enabling brands to gain a profound and lasting relevance. In this paper we analyse the multifacets of Web 3.0 marketing in the fashion industry, a sector intensely transformed by social, cultural, and technological dynamics. We investigate how marketing principles and Web 3.0 technologies, such as non-fungible tokens (NFTs), the metaverse, and digital identity, are being incorporated into fashion brand strategies, highlighting the benefits and challenges of building authentic relationships with consumers. Fashion brands are embracing emerging technologies to create immersive experiences and loyalty through NFTs, augmented reality, and virtual spaces in the metaverse.