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.
Martin Campbell‐Kelly, William Aspray, Jeffrey R. Yost, Honghong Tinn · 5 authors
Since the early 2000s, the World Wide Web has transformed many aspects of peoples’ lives and ushered in new technologies, life-changing applications, and opportunities for social interaction. This trend was accelerated by the rise of mobile devices, first laptop computers and later smartphones. Although these devices are more powerful than mainframe computers of an earlier generation, they are further empowered by an infrastructure largely invisible to users – cloud storage and server farms. The web has given rise to global enterprises that were no more than the promise of things to come in the 1990s – such as Google, Facebook, Twitter, Amazon, and Netflix. All of these have had major social and economic impacts. They have transformed the way many of us interact with our communities, how we choose and purchase goods, and how we consume media of all kinds. Their impact has transformed not only our lives but also our shopping districts. More innovation is on the horizon, such as cryptocurrencies and non-fungible tokens, whose histories are yet to unfold.