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Journal of Digital Convergence Vol. 20. ISSN 2713-6434 / eISSN 2713-6442

No. 1, pp. 285-291, 2022 https://doi.org/10.14400/JDC.2022.20.1.285

Jewelery Brand Metaverse Marketing Case Study

Hyerim Kang

Sookmyung Women's University Crafts Lecturer

A Case Study on Metaverse Marketing of Jewelry Brand

Hye-Rim Kang
Lecturer, Department of Arts & Crafts, Sookmyung Women's University

Abstract The purpose of this study is to analyze cases related to marketing using metaverse focusing on jewelry brands and to explore new

directions for metaverse marketing. He analyzed the IT technical types and changes for Metaverse Roadmap 2.0 and fused them into marketing

strategies. Based on this marketing strategy, the metaverse marketing cases of jewelry brands were comparatively studied and implications were

drawn. As a result, it was confirmed from the case of global brands that successful metaverse marketing should provide a personalized experience

in the virtual space and be accompanied by analysis of the customer journey. As a future research direction, we intend to ultimately contribute to

enhancing the competitiveness of jewelry brands through in-depth complementary research on the return on investment (ROI) of marketing.

Key words: jewelry brand, metaverse marketing, virtual reality, Bvlgari, Golden Dew, Lloyd

Abstract The Purpose of this Study is to explore the new direction for Metaverse marketing and I analyze case of
Metaverse marketing focusing on jewelry brand and changes of IT technology for Metaverse Roadmap 2.0. Based on
the analyzed marketing strategy, jewelry brands compare and study Metaverse marketing cases to draw
implications. As a result of the study, successful Metaverse marketing provides a personalized experience in the
virtual space and is accompanied by analysis of the customer journey, and this can be confirmed in the case of global
brand. As a future research direction, Through in-depth research on marketing Return On Investment (ROI), I
contribute to enhancing the competitiveness of jewelry brand.

Key Words: Jewelry Brand, Metaverse Marketing, Virtual Reality, BVLGARI, Golden dew, LLOYD

1. Introduction are making

In the era of the 4th industrial revolution, rapid changes are

1.1 Research Background and Purpose continuing with digital transformation. In particular, companies

that respond nimbly to changes in AR, VR, and rapid IT

Due to Covid-19, the world is undergoing rapid social
technologies centering on Metaverse are turning the current crisis
change in a wide range of fields. The existing offline-
into an opportunity. Luxury jewelery brands, which had a limited
oriented social field is expanding and changing into a
customer spectrum, are also creating new customer groups in an
new non-face-to-face market. The offline and online fields
expanded way from their existing marketing methods.
are converging with each other, and autonomous models
The non-face-to-face environment in the post-corona era is different from the past.
such as O2O services are emerging.
* Corresponding Author : Hye-Rim Kang ( artnmark@naver.com )
Received December 22, 2021 Revised January 10, 2022
Accepted January 20, 2022 Published on January 28, 2022
 286Digital Convergence Research Vol. 20, No. 1
It will not stay with limited functions to replace offline. In
response to this change, companies are establishing marketing
strategies for the complementary roles of online and offline as an
omni-channel. The purpose of this study is to study the case of
marketing using metaverse with a focus on jewelry brands, and to
discover meaningful possibilities through this and to explore new
directions for metaverse marketing.
1.2 Research methods and scope
Due to the global pandemic, non-face-to-face marketing strategies
are becoming more sophisticated and diversified. Domestic and foreign
brands use the metaverse to provide a variety of user experiences at
customer contact points, and continue to try marketing in which virtual
space experiences using AR and VR lead to purchases.
This research method proceeds through literature review on
metaverse, previous studies, and case analysis through data from
domestic and foreign media outlets. The concept of metaverse,
marketing by type, and characteristics will be examined through
literature and prior research. Metaverse is a broad concept and is
applied in various industries in the industry, but it is in the entry stage
in the jewelry industry. This study judged the clarity of the brand
identity, the direction in the market, and the actual implementation of
the metaverse. Based on these selection criteria, the scope of case
studies on jewelry brand and metaverse marketing is limited to Bvlgari,
Goldendew, and Lloyd.
2. Concept of Metaverse and Marketing by Type
2.1 Concept of metaverse
The etymology of the metaverse originated from a novel
by American Neal Stephenson. He, who mainly wrote sci-fi
and cyberpunk, first used the compound word Metaverse in
his book Snow Crash in 1992. It is a new word created by
combining the Greek word meta, meaning transcendence,
and the English word universe, meaning universe. In 2021,
nearly 30 years after the term metaverse was coined,
Facebook CEO Mark Zuckerberg said, “Facebook will now
focus on maximizing interconnected experiences through the
sci-fi world known as the metaverse.” announced [1]. Also, in
the same year, Facebook, a social media platform, was
introduced as a 'Meta' after 17 years of establishment.
Changed the name. As such, metaverse is drawing much attention to the
possibility of its use in all industries. In particular, the scope of application in
the field of culture and art is expanding and the pace of progress is rapid.
Jewelry and fashion brands also tend to apply marketing strategies centered
on customer experience using virtual environments.
The Acceleration Studies Foundation (ASF), which defined the
metaverse roadmap in 2006, divides it into four matrices and
presents the technical classification system into real and virtual,
and external and personal domains.
Table 1. Metaverse roadmap, pathway to the 3D web [2]
AUGMENTATION
E I
X N
Augmented Reality Lifelogging
T T
E I
R M
N A
A Mirror World Virtual Reality T
L E
VIRTUALIZATION
This roadmap is meaningful in that it structures IT technologies by
field classified into four areas and defines prior technologies for
providing 3D Web paths. The diagrammed quadrant area is not a
mutually exclusive relationship in the implicit concept of the metaverse,
but a complementary concept that converges with each other.
2.2 Metaverse Marketing by Type
ASF's road map, defined from the IT technical perspective in the
2000s, is being redefined in the 2020s. As much as the dictionary
meaning of the word 'transcendent universe', metaverse is being used
as a broad concept as the connection to the digital world is expanded
and used comprehensively.
Table 2. Metaverse 2.0 [3]
Augmentation
Digital Reality Digital Me
XR (AR) (AVATAR) Into
Outside the
Digital Reality contents
Digital Twin
XR (AR)
Visualization
Recently, the boundaries between augmented reality (AR)
and virtual reality (VR) are being fused to mixed reality.
 Jewelery Brand Metaverse Marketing Case Study287

It appears as an extended reality (XR, eXtended Reality) with a all. The concept of physical place is being extended to the concept of

wider range [4]. Metaverse implements a digital reality that residence. The Internet is entering an era in which users live in a three-

provides a sense of realism close to the facts, and is developing a dimensional digital virtual space with information using avatars, from

marketing strategy based on this. XR reflects the realism and an era in which information is transmitted, to an era in which users

convenience of objects implemented in the real world. For create and share information on their own [5].

example, a customer who visits a virtual concert hall to see a BTS

concert purchases goods, shares emotions at the same time, and Table 3. The evolution of the information revolution
and extrapolation [6]
creates new values. In the online marketing field, SNS marketing

is very important and difficult to integrate and manage various

channels and maintain a good reputation. However, if platform-

based customer contact points are implemented similarly to

offline stores through XR, promotion and sales will proceed

smoothly. And, through this, channel management for the brand

can be unified.

The central point of a marketing strategy using Metaverse is people, that

is, customers. It can be said that the customer in virtual reality identical to the

customer in the real world, that is, the avatar, is at the center of marketing

using the metaverse. In Metaverse 2.0, this is defined as Digital ME, and the

relationship between reality and the digital self in the virtual environment is

indicated. An avatar can either project the appearance of reality as it is, or 3. Marketing Case Analysis of Jewelry Brands
show an utopia of unreality. In other words, avatars in the virtual environment

also signify business potential as a medium to express human desires. In

3.1 Case Analysis Methodology

terms of marketing, analysis of customer desires and needs becomes the Jewelery brand and metaverse marketing cases were examined

starting point for strategy establishment. Consumers engage in social through experiences through brand metaverse, prior research, and

activities similar to reality by setting characters similar to or wanting to data collection from websites and the Internet. The categories of

resemble in real life in a virtual space. The form of interaction that decorates jewelery brand metaverse use cases were selected as Bulgari Color

and grows the customized character lets you feel the consumer's desire that Exhibition and Goldendew and Lloyd, which built wearing services using

works similarly in the real world. The brand expresses the consumer's desires AR-based augmented reality.

that are expelled through avatars in virtual reality as an analysis marketing

strategy. Customers who were unable to enter the luxury department store’s 3.2 Metaverse Marketing of Overseas Jewelry Brands
luxury store can shop with their friends through virtual avatars, wear them
3.2.1 BVLGARI COLORS
comfortably, and experience new purchases, and the brand can manage
The jewelry exhibition is part of a sales promotion that aims to
potential customers.
introduce the brand's representative products to the public. Such an

exhibition raises brand awareness and value, and maximizes the

Finally, the mirror world that digitizes reality is being redefined as a
advertising effect. It is also effective in converting potential customers
digital twin that provides customer utility value in the physical space.
who do not have interest and information about the brand's products
The same activities as twins with the real world are possible in all
into loyal customers.
industries such as production, distribution, sales, education, and
Bulgari is a brand founded in Rome, Italy in 1884. Bulgari's
exhibition. If the three-dimensional realization of a two-dimensional
products stand out with bold colors and volume, and Bvlgari's
image is the existing mirror world, a digital twin is a spatial concept in
original style and elements reminiscent of Roman culture
which customer activities similar to reality are added. Users can
have been used to introduce jewelry, watches, and
perform simulations similar to reality, and brands can provide cost-
accessories [7].
effectiveness and stability value to customers.
 288Digital Convergence Research Vol. 20, No. 1
Fig. 1. BVLGARI COLORS exhibition
The Bulgari Color Exhibition is an online exhibition that is
reproduced on the metaverse so that it can be experienced in a virtual
space through an application. The feature of this application is that the
avatar can select jewelry, watches, accessories, clothes, etc. with the
symbolism of Bulgari in a desired style. By providing a differentiated
personal experience through an indirect experience in the metaverse
space through an avatar, access to the Bvlgari brand can be improved
and the number of effective customers can be expected to increase.
As a result of viewing both online and offline, the virtual exhibition
space is realized very similar to the real one. The lack of realism in the
virtual space is complemented by various interactions, enabling
immersive viewing of the exhibition.
The Bulgari Collection is realized in 3D to enhance the exhibition space.
Fig. 2. BVLGARI COLORS application [9]
You can experience 360 degrees. Also, in the Bvlgari application,
if you succeed in all the missions given through the fascinating
story and avatar, you are eligible to apply for the Lucky Draw
event [8]. The lucky draw event can only be participated on the
metaverse, and this event contains gamification elements.
As a global brand, it supports Korean and English to enhance
linguistic accessibility so that consumers around the world can
experience it. Bulgari's metaverse is fresh in that it was developed with
its own platform rather than the existing metaverse platform, but there
are difficulties in using it including UI. In addition, it is unfortunate that
the product purchase system was not implemented in the application.
Through Bulgari's metaverse marketing, the public will enjoy the
brand sensibility and culture through application participation, which
will help to enhance the image of the Bulgari brand and product.
3.3 Metaverse Marketing of Domestic Jewelry Brands
3.3.1 Golden Dew
Golden Dew, a Korean jewelry brand whose main consumer is the 2030
generation, launched a jewelry virtual wear service using AR to match the
characteristics of the MZ generation [10].
It overcomes the limitation of not being able to try on real jewelry
online by reflecting the offline consumer wearing experience on the
web-based online homepage. Goldendew tried to supplement the
problem of non-face-to-face wear and size with realistic metaverse
marketing and to promote non-face-to-face consumption.
Goldendew introduced the 'Style AR' solution to realize a more
realistic virtual wear. This solution is a virtual fitting solution specialized
in jewelry, providing a new experience for customers who want to
purchase products online [11]. As 'Style AR' implemented on the Golden
Dew homepage, various jewelry such as earrings, necklaces, bracelets,
and rings can be made in the virtual space of a smartphone or PC.
The fact that you can try on the clothes to your heart’s content, that you can decide
which jewel suits you best by uploading existing photos or camera shots, and
that artificial intelligence recognizes the location of your fingers and teeth to give
you a feeling of wearing a real product. This is a characteristic of Golden Dew
metaverse marketing. Goldendew gave consumers the convenience of online
shopping that leads to product purchases after confirming their virtual wear
through this realistic metaverse. As such, Golden Dew is an example of using
metaverse marketing to overcome the limitations of online purchases with a virtual
fitting service through AR and to establish a smooth consumption relationship with
customers.
 Jewelery Brand Metaverse Marketing Case Study289

Currently, AR real-time service is provided only for

rings and earrings, but you can try on jewelry in a virtual
space and check the style by moving your phone.
In Lloyd, a virtual image is synthesized on top of a real camera image to

experience a sense of reality and reality. Through this immersive metaverse

marketing, reality is moved to a virtual space, and the possibility of purchasing

a product is enhanced through a service use experience through virtual

dressing, and the process has the advantage of being intuitive and

convenient. As a result of experiencing this service, it is expected that

customer satisfaction and purchase rate will increase.

Fig. 3. StyleAR of Golden dew [12]

4. Discussion

3.3.2 LLOYD In this paper, we analyzed the concept and type of metaverse and

According to the Harvard Business Review (HBR) in the US, AR the case of jewelry brands that applied marketing strategies utilizing

and VR are the most important technologies that consumers want the characteristics of metaverse. Just as it has been 30 years since the

to apply in real life [13]. In addition, in the data of the birth of the neologism of metaverse, metaverse is not a technology that

comprehensive e-commerce platform Shopify, products with AR was developed suddenly. As presented in the Metaverse 2.0 roadmap,

functions showed a 94% higher rate of online shopping to actual the technologies surrounding the digital environment are not exclusive

purchases compared to products without AR, proving the points, but complementary extensions. In other words, IT technology is

effectiveness of AR. ” said [14]. developed like a single organic material and continues to complement

E-Land's jewelry brand, Lloyd, has launched an application and converge.

suitable for the untact consumption trend. This application This study intends to draw implications for a marketing approach to

supports AR-based real-time wearing service. You can experience improve customer value by introducing metaverse and analyzing cases

try-on through real-time video at Lloyd's official mall, and it is for domestic and foreign jewelry brands.

possible to save the virtual wear cut personally and upload it to First, it is necessary to understand the social phenomenon implied by the

your Instagram story or feed. expansion of the metaverse. Digital technology changes rapidly, and accepting these

changes has a status quo bias that accompanies resistance and fear. The case of

Kodak Film, which collapsed because it failed to respond flexibly to changes in the

times, has significant implications from the business perspective as well. Whether

metaverse is introduced or not and whether it will be used in marketing is a matter of

choice among managers and marketers. Although it will vary depending on the

industry, time-series statistical analysis and research data on metaverse marketing of

jewelry brands are insufficient to say that they are variable factors affecting the

introduction of metaverse and the existence of brands. However, it is true that the

application of the metaverse is expanding across industries such as manufacturing,

distribution, advertising, performances, exhibitions, and education. Considering the

fact that Metaverse is growing rapidly centered on the use of the MZ generation and

the aggressive trend of global brands, it is necessary to establish a jewelry marketing

strategy based on an understanding of the social factors that led to the appearance of

Metaverse. Therefore, min

Fig. 4. Real-time wearing service using the app [15]

 290Digital Convergence Research Vol. 20, No. 1

In the common quadrant of the three analyzed cases, 'extended reality' The direction of marketing strategy establishment through metaverse

of digital reality and 'personalization' of digital me, the direction of case analysis of this study is as follows.

marketing should be considered. First, it is necessary to establish a marketing strategy based on the understanding

Second, there is a need for a paradigm shift in marketing strategy from of megatrends on the metaverse. It is necessary to distinguish between short-term

product-centric to customer experience-centric. Existing customers have trends and changes in the direction of the industry as a whole, and through the case

made purchase decisions based on product-centered aspects such as detailed of global brands, it was confirmed that metaverse is a social phenomenon that

information (spec), price effectiveness, and brand preference for jewelry requires strategic choices.

products. However, in today's customer group, customer experience is an Second, a marketing strategy should be established from product-

important factor in purchasing decisions. It can be said that the brand for centered to customer experience-centered. Customers place importance on

purchasing a product is dominated by the personality, experiences, and experience in all directions beyond the boundaries of online and offline, and

cultural sensibility of various people [16]. From the perspective of cognitive share and reproduce information through new viral marketing through that

learning theory, humans collect, recognize, and learn the necessary experience. In particular, in the jewelry industry where aesthetic factors are

information as an active subject on their own. As such, customers are important, customer experience is a very important sales factor.

constantly exposed to all activities that seek, compare, experience, purchase, This study has a limitation in that there is insufficient data on

and share information that is triggered by their initiative. It is necessary to ROI (Return on Investment) that actual purchasing activity occurs

analyze the data based on the customer experience that is monitored in the through customer service provided by Metaverse's platform, and

customer journey provided by the metaverse and establish a marketing the causal relationship is in the marketing aspect. However, it is

strategy based on this. meaningful to analyze and benchmark the marketing strategies of

brands that are actively using the megatrend of the metaverse to

Table 4. Summary of marketing strategy in Metaverse illuminate the implications. So far, there have been few studies on

Marketing Strategy in Metaverse

jewelery related to the metaverse, but it is expected that this

Brand Strength Weakness study will help revitalize the marketing of the jewelery industry.

- Synchronization of
online and offline
exhibitions - No connection with
BVLGARI
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Hye-Rim Kang [Regular member]

․ February 2002 : Sookmyung Women's University Craft

(Bachelor of Arts)

․ August 2005: Sookmyung Women's University, Department

of Crafts (Master of Arts)

․ February, 2014: Sookmyung Women's University, Department of

Visual Arts (Doctor of Fine Arts)

․ Interests: Jewelry, Brand Marketing, 3D

CAD, 3D printer
․ E-Mail: artnmark@naver.com