The rise of non-fungible tokens (NFTs) in fashion and luxury

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Exploring the intersection of fashion, luxury, and emerging technologies, this thesis analyzes the impact of the metaverse and non-fungible tokens (NFTs) on business strategies. Through a factorial design experiment, it reveals the significance of aligning NFT offerings with consumer experiences and the necessity of coherence between NFT technology and luxury brand values. The study introduces an NFT strategy matrix that categorizes customers based on loyalty and utility preferences, advocating for a shift from digital to real-world asset NFTs to enhance consumer engagement through unique experiences.