This study investigates how immersive virtual environments influence brand perception and consumer engagement in the fashion industry. At the FaW Fashion World 2024 trade fair in Tokyo, visitors experienced AYAKA’s metaverse store alongside physical garment displays. A post-experience survey (n = 207) captured user evaluations of the virtual brand experience. The results highlight high ratings for immersion, authenticity, and design quality, with significant increases in brand interest and purchase intent—especially for physical garments. Key experiential features included visual atmosphere, architecture, and garment design. The findings underscore the effectiveness of hybrid brand strategies that merge physical and virtual elements to build emotional connection and brand equity in the digital age.