GAMIFICATION
READILY AVAILABLE ON SMARTPHONES, VIRTUAL GAMES ARE AN IDEAL CONDUIT TO MILLENNIAL AND GEN Z CUSTOMERS WHO DO MUCH OF THEIR SHOPPING ONLINE. FORWARD-THINKING FASHION BRANDS AND RETAILERS ARE READY TO PLAY ALONG
REPORT
Increasingly this year, luxury fashion brands are integrating gaming technology into their traditional marketing strategies. Gucci launched the Gucci Arcade platform, which includes the games Gucci Bee and Gucci Ace. Conceived perfectly to fit the historicizing vision of Alessandro Michele, they have the look of classic 1970s and 1980s games whilst incorporating the brand logos and garments. Similarly, Louis Vuitton’s Endless Runner videogame transports users to 1980s New York City, which was also the theme behind Virgil Abloh’s Men’s A/W 2019 show for the brand. This year Burberry also presented B Bounce, where the main avatar wears the brand’s latest jackets, which a few lucky players have the chance to win. And Moschino continues its collaboration with The Sims with a game that allows users to dress up in garments from the Moschino x The Sims capsule collection.
In parallel, virtual fashion is on the rise. Take Scandinavian multibrand retailer Carlings, who launched Neo-Ex, a digital-only limited-run collection, in November 2018. Customers simply uploaded a photo of themselves which 3D designers manipulated and “dressed” in the garment purchased, choosing from the 19 genderless garments on sale. Thanks to an influencer Instagram campaign, the collection sold out in one week. For a fraction of the cost of “real” designer clothing, and with no environmental impact, these types of projects are promoted as democratic and sustainable. New digital design companies such as The Fabricant are betting on their future.
Although virtual fashion might not seem like a realistic means of fashion consumption, brands and retailers should consider the importance of gaming and digital media in the lives of many. Those who don’t may risk losing relevancy. Why not integrate some form of 3D simulation or VR into digital platforms or physical spaces? New apps available, from companies such as Change of Paradigm, can help tailor these experiences to your existing operations. It might also be time for a multibrand retailer to experiment with creating a gaming app in view of the marketing boost it has offered fashion brands. digitalcollection.carlings.com www.thefabricant.com us.louisvuitton.com/eng-us/stories/endless-runner-game changeofparadigm.com