Immersive narratives in fashion branding: the case of Gucci Cosmos Land
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Abstract
Introduction: The entry of fashion companies into metaverse environments has driven a profound transformation in their storytelling, reconfiguring traditional brand narratives into interactive, multisensory experiences that place the user at the centre of the story. These experiences aim to foster a deeper, more meaningful connection with audiences. Methodology: To examine how fashion brands are implementing immersive narratives, this study adopts a descriptive approach that combines content analysis with a focus group. Results: The findings show that current proposals tend to prioritise visual aesthetics over interaction, thereby limiting user engagement and reducing immersion. Discussion and Conclusions: The research demonstrates that an immersive experience emerges only when narrative and participation integrate coherently, enabling users to move from spectators to active agents within the story and strengthening their emotional connection to the brand.
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Universidad de Málaga
Grant numbers JA.B2-18
References
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