Virtual reality and metaverses as a channel and inspiration for fashion films. Immersive branded content and fashion

Fashion films are a vital tool in the promotion of fashion, which take advantage of new technologies. This study examines the influence of virtual reality (VR) and metaverses on fashion branded content, focusing on their ability to inspire and create immersion. The research adopts a deductive approach using a case study to assess the influence of VR and metaverses on this marketing strategy. A total of 116 industry professionals and experts were surveyed and subjected to a Likert questionnaire. As a result, it was found that VR-inspired, VR-designed or VR-based FFs have the ability to overcome communication barriers and are well-received by the fashion-conscious public. The potential of VR and metaverses is highlighted, especially in terms of storytelling, promotion and brand experiences. While some aspects of spherical immersion, such as 360 degrees videos, are seen to be in decline, innovative formats, such as metazines and metaverse festivals, generate interest. Despite mixed opinions, most fashion experts see these technologies as a source of inspiration.