Revolutionising Luxury Fashion in the Metaverse: A Strategic Alliance Approach to Targeting Gen-Z Consumers from Singapore

This study explores the intersection of the Metaverse and luxury fashion and IME strategies for Singaporean Gen-Z consumers. Despite the increased use of digital channels for brand-consumer interactions, further studies are necessary to understand the impact of Metaverse-based strategic alliances on luxury fashion. The research fills the academic gap between strategic partnerships, the Technology Acceptance Model 3, and the Social Influence Theory. Hence, this study aims to develop a strategic alliance approach that caters to the behaviours of Singaporean Gen-Z consumers on the Metaverse retail platform. The study utilises interpretivism and qualitative methods, including semi-structured interviews and a type 2 case study. It is crucial to tailor strategies to the specific needs of the intended audience. As emphasised in the study, self-worth, ease of use, and multi-touchpoint interaction are the three priorities for Gen Z consumers in Singapore's Metaverse retail. Singapore's work culture, herd mentality, and influence of opinion leaders are highlighted. The study's managerial recommendations include improving brand visibility, addressing financial and workforce constraints, and navigating regulatory issues. This research provides valuable insights into the Singapore market, where the Gen-Z demographic has significant purchasing power.