<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632025000300005</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi56.7926</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Integrating the Metaverse into Omnichannel Fashion Retail: Customer Journey]]></article-title>
<article-title xml:lang="es"><![CDATA[Integración del metaverso en el comercio minorista de moda omnicanal: recorrido del cliente]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Crespo]]></surname>
<given-names><![CDATA[Verónica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Amboage]]></surname>
<given-names><![CDATA[Eva]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade da Coruña  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade da Coruña  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>56</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632025000300005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632025000300005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632025000300005&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of this paper is to investigate how fashion brands incorporate metaverse retailing into their omnichannel strategies. To this end, the metaverse is conceptualised as a retail channel, and a real case was analysed using content analysis to examine its omnichannel integration into a leading fashion brand. Finally, we explore the opportunities, challenges, and implications of integrating the metaverse into omnichannel retail and its impact on the consumer journey. Our study reveals that, despite initial branding coherence and partially integrated product information on the metaverse, at present, there is no genuine integration of these platforms within omnichannel retail strategies. Metaverse channel currently functions in isolation from established e-commerce touchpoints, yielding disjointed customer journeys.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo de este artículo es analizar cómo las marcas de moda están incorporando el comercio minorista en el metaverso dentro de su estrategia omnicanal. Para ello, se conceptualiza el metaverso como un canal minorista y se aplicó un análisis de contenido a un caso real, con el fin de examinar su integración omnicanal por parte de una marca de moda líder en este entorno. Finalmente, se abordan las oportunidades, desafíos e implicaciones de esta integración, así como su impacto en el customer journey. Nuestro estudio revela que, pese a las incursiones iniciales orientadas a la coherencia de marca e integración parcial de la información de producto, no existe aún una integración genuina. La desvinculación del metaverso de los canales físicos y digitales consolidados genera su aislamiento funcional dentro del customer journey map.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Metaverse Retailing]]></kwd>
<kwd lng="en"><![CDATA[Omnichannel Strategy]]></kwd>
<kwd lng="en"><![CDATA[Fashion Industry]]></kwd>
<kwd lng="en"><![CDATA[Customer Experience]]></kwd>
<kwd lng="en"><![CDATA[Digital Transformation]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[Comercio minorista en el metaverso]]></kwd>
<kwd lng="es"><![CDATA[estrategia omnicanal]]></kwd>
<kwd lng="es"><![CDATA[industria de la moda]]></kwd>
<kwd lng="es"><![CDATA[experiencia del cliente]]></kwd>
<kwd lng="es"><![CDATA[transformación digital]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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