IL RUOLO DELL'INNOVAZIONE TECNOLOGICA NELL'INDUSTRIA DELLA MODA DURANTE LA CRISI DI COVID-19: IL METAVERSO

The Coronavirus epidemic is rapidly changing our living habits, social relationships and even economic activities. A new type of consumer has developed, more sensitive to customer experience during its buying process, which places much more emphasis on responsive customer service, responsible company behavior, and convenience. The aim of this thesis is to investigate and describe the role that technological development played during the Covid-19 pandemic in the fashion industry, starting from the presence of social media, to augmented reality, up to the introduction of the Metaverse, and intends to submit to a careful and accurate evaluation of the marketing strategies used. Chapter 1 will present the Fashion sector, analyzing the concept of fashion, the main trends that have characterized the sector in recent years, as well as the role that technology has played in the period before the pandemic crisis. In the next chapter, the effects and consequences of Covid-19 will be presented from the consumer point of view, referring to the purchasing process, and from the entrepreneurial point of view, analyzing the changes in the business model canvas. Chapter 3 will present two cases of companies working in the same sector but with different focus, followed by a study of the marketing strategy adopted during the pandemic. In the fourth chapter there will be the introduction of the latest technologies adopted in the fashion sector, briefly analyzing the concept of Metaverse, and the strategic approach of companies that have already started this process towards the virtual world. Finally, in the last chapter will be highlighted the benefits and limitations of the work done, with possible ideas for future research.