The Digital Runway: Exploring Consumer Perceptions of NFTs in Fashion

Over the last few years, blockchain technology and Non-Fungible Tokens (NFTs) have gained significant attention among professionals and scholars. NFTs are unique digital assets verified using blockchain technology, representing ownership or proof of authenticity. The fashion industry’s adoption of NFTs marks a significant shift towards digital innovation and consumer engagement. This study explores the impact of NFTs on the fashion industry, focusing on consumer awareness and perceptions of blockchain technology and its applications. An online survey on a convenient sample in Croatia reveals a general awareness of blockchain technology yet a limited understanding of its full implications. While most respondents are familiar with NFTs, their actual engagement, particularly in purchasing fashion NFTs, is minimal, indicating diverse spending tendencies and an emerging adoption trend. The survey results highlight a gap in consumer knowledge and engagement with NFTs in fashion, suggesting a need for additional research efforts in this evolving domain. As NFTs continue to emerge as a novel aspect of fashion, understanding consumer perspectives becomes crucial for brands trying to increase their competitiveness through technological innovation. The study emphasizes the potential of NFTs in reshaping consumer behavior and the fashion industry’s approach to digital assets.