Limited or Limitless? Exploring the Potential of NFTs on Value Creation in Luxury Fashion

IF 0.7 4区社会学 0 HUMANITIES, MULTIDISCIPLINARY

Fashion Practice-The Journal of Design Creative Process & the Fashion Industry Pub Date : 2022-09-02 DOI:10.1080/17569370.2022.2118969

Bethan Alexander, Niccolò Bellandi

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引用次数: 6

Abstract

Abstract Accelerated by the global pandemic, the speed of technology adoption has significantly increased, resulting in new business opportunities, channels, touchpoints and digital toolkits. One such burgeoning technology which is generating increasing attention is Nonfungible tokens (NFTs). Adopting an exploratory approach, this study aims to develop a deeper understanding of the value of NFTs from a luxury business and consumer perspective. Taking a qualitative approach, interviews were conducted with luxury experts and consumers, totaling 11 informants. Our findings revealed new technology acceptance and value dimensions in addition to the existing dimensions from literature, within a luxury context, from which two models ensue, NFT value creation and NFT digital strategies. The research makes a valuable contribution to the paucity of existing scholarly studies on blockchain and NFTs and their value creation within a luxury context. It serves to provide preliminary insight into perceptions toward and potential value creation of NFTs for both luxury industry and consumers to inform future luxury digital strategies.

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有限还是无限?探索nft在奢侈品时尚价值创造中的潜力

全球大流行加速了技术采用的速度，从而产生了新的商业机会、渠道、接触点和数字工具包。其中一项引起越来越多关注的新兴技术是不可替代代币(nft)。本研究采用探索性的方法，旨在从奢侈品企业和消费者的角度对nft的价值有更深入的了解。采用定性方法，对奢侈品专家和消费者进行了访谈，共计11名线人。我们的研究结果揭示了新的技术接受度和价值维度，除了现有的文献维度，在奢侈品的背景下，由此产生了两个模型，NFT价值创造和NFT数字战略。该研究为现有关于区块链和nft及其在奢侈品背景下的价值创造的学术研究的缺乏做出了宝贵贡献。它为奢侈品行业和消费者提供了对nft的看法和潜在价值创造的初步见解，为未来的奢侈品数字战略提供信息。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Fashion Practice-The Journal of Design Creative Process & the Fashion Industry HUMANITIES, MULTIDISCIPLINARY-

CiteScore

2.20

自引率

9.10%

发文量

期刊介绍： Fashion Practice fills this major gap by providing a much-needed forum for topics ranging from design theory to the impact of technology, economics and industry on fashion practice. Interdisciplinary and wide ranging, Fashion Practice addresses the entire business of fashion, including: innovation in fashion design and practice sustainability and ethics within the industry micro- and nano-technologies within the fashion context “smart” textiles and digital fashion materials, design, concepts and process fashion consumption and production from retail/e-tail to performance fashion new developments in fashion and clothing retail.