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As the metaverse seeps into the mainstream through gaming, NFTs, and VR and AR devices, consumer interest in taking part in virtual worlds has been seeing a notable uptick. According to the results of a study conducted with a representative sample of U.S. consumers across Gen Z, Y and X, a combined share of ** percent of respondents were interested in buying purely digital fashion assets from a luxury brand. This share was slightly lower for those who expressed interest in purchasing digital assets from a mass fashion brand. Still, around **** of those surveyed for this study was not interested in digital fashion.

Many companies in the fashion and luxury realm have invested in developing metaverse strategies by establishing partnerships in the gaming world and launching NFTs or other virtual fashion assets. So far, digital fashion assets have played out particularly successful with global luxury brands.