NFTs(Non-Fungible Tokens) 패션상품 유형 분석을 통한 NFTs 패션 마케팅 전략 방향성 탐색

초록

The rapid advancement of Web 3.0 is accelerating the development of NFT and blockchain technologies, substantially improving consumers' digital activities and experiences. The rapid growth of the NFT market highlights the growing importance of digitalization, particularly in the fashion industry, which is expected to be restructured and commercialized in this new environment. NFTs guarantee originality, uniqueness, and scarcity, adding value to digital works through media data, smart contracts, and metadata. The continuous growth of art-related NFTs underscores the potential for issuing and expanding fashion product NFTs. This study analyzes data from recent NFT-related papers, domestic and international literature, and reports from various research institutes. The findings were reinterpreted to provide insights applicable to fashion-related studies and the fashion industry. While fashion product NFTs and the development of suitable platforms for their trading can be viewed as extensions of the existing NFT industry, the unique characteristics of the fashion industry must be considered. It is essential to incorporate additional factors into fashion NFTs beyond the inherent qualities of originality, uniqueness, and scarcity associated with existing NFTs. Doing so can establish a marketing environment based on consumer experience and perceived value.

키워드