E-commerce brands are tapping into the gaming world to boost physical sales of garments, capitalising on the medium and using it as a touchpoint for visibility and transaction.
Drest, for example, is an online game that rewards users for completing style challenges and creating looks purchased with an in-game currency. With women mobile gamers being 79% more likely to make an in-app purchase, the opportunities for digital and physical fashion sales are increasing (source: Newzoo).
Net-a-Porter has worked directly with designers to recreate clothing designs as avatar skins in Animal Crossing, making it the first e-commerce brand to monetise digital designs in China. Through a partnership with Tmall, customers are able to buy real clothing and unlock a digital avatar skin of their purchase. Fashion futurist Karinna Nobbs echoes this, telling LS:N Global: ‘Having a digital twin of a product will soon become a tradable asset and a key part of wardrobe optimisation, worn for social media, a live stream or video call.’
The luxury industry has been experimenting with gaming initiatives in recent years, with companies including Louis Vuitton and Burberry creating mini-games as part of their marketing strategies.
In late 2019, Louis Vuitton and Riot Games partnered on a capsule collection to be presented within League of Legends. This in turn enabled an offline opportunity, with exclusive items created as part of the partnership. More recently, Gucci announced a partnership with Tennis Clash, allowing the brand’s vintage tennis logo to gain traction within the gaming world.
New fashion app ADA, by Singaporean-based group Unmatereality, was created to revolutionise the way young people consume luxury. With its combination of 3D gaming and 2D social media functionality, the app allows users to virtually try on clothing, chat and interact with other users, and purchase physical garments within the app. Andy Ku, co-creator of ADA, says: ‘The next big market for fashion isn’t China, it’s virtual commerce.’
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