The Metaverse, integrating Virtual Reality (VR), Augmented Reality (AR), and digital twin technologies, has emerged as a transformative platform offering new opportunities for luxury fashion brands. This study explores how these brands can leverage experiential marketing in the Metaverse to enhance brand value and market competitiveness. By aligning with the Metaverse’s immersive and interactive nature, luxury brands can extend their traditional focus on personalized customer experiences. This research identifies key experiential marketing elements—such as virtual try-ons, interactive advertising, and brand storytelling—as foundations for effective strategies. Using both qualitative and quantitative methods, including in-depth interviews and surveys, the study examines the relationships between perceived experiential value, satisfaction, brand identification, and purchase intentions. The findings demonstrate that immersive experiences and high interactivity within the Metaverse significantly boost consumers’ perceived value of luxury brands, increasing satisfaction and brand loyalty, and driving purchasing behavior. This study offers valuable insights for luxury brands on crafting effective experiential marketing strategies in the Metaverse, providing a competitive edge in an increasingly digital market.