Gamified fashion
Gamified Fashion & Luxury is not only gaining all the hype but also cashing in most of the revenues. Many big brands are now dedicating a space to develop only digital and gamified fashion.
Gamified Fashion is a new segment of the Luxury Fashion Industry.
Between behavioural sciences, web design, and marketing, gamification now seems to be the next terrain on which the big fashion brands will compete for attention. The connection between these two worlds was born well before the pandemic, but it is the latter that has intensified their relationship.
All over the world, gamers and fans of eSports and gaming, in general, are turning out to be big consumers of beauty and fashion, eager to spend both in the game and on real products. Video games, also in the face of the birth of new and diversified lifestyles, seem to become a relevant touchpoint between brands and consumers. This is because customization allows users to feel deeply part of the brand.
From small Instagram games of Hermes, to bigger and more interactive immersive platforms like Gucci on Roblox. Dressing your avatar is the new trend for generation z.
GAMING PLATFORMS
As per Fashionbi’s digital analysis,
Roblox has become one of the top destinations for fashion brands to build their metaverse experiences. Brands forayed into Roblox worlds in 2021 and there have been many brands announcing their presence on this platform in 2022 as well. Sportswear brands have seen the most success in terms of user visits.
More than 81 million users have entered Vans, a VF Company virtual world called Vans World on Roblox. Nike’s Nikeland has seen more than 21 million visitors since its launch in November 2021. Alo Yoga is one of the latest entrants, and has already got over 53 million visitors! Gucci Town has been the most engaging project, with users spending the highest amount of time in the Italian luxury brand’s metaverse.
While it is an uprising trend to have an equally rich digital/virtual life, it is hard to say if it would not overtake the real one tomorrow.
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