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Nowadays, people from the age group between 16 to 60, and especially the younger generation, spend most of their time gaming and playing video games on their smartphones or tablets.
This is quite challenging for any business or brand to achieve their attention. So, fashion brands are strategically shifting their focus on targeting this audience- The Gamers. They understand the immense potential of the metaverse and online gaming platforms.
Here comes the fusion of two most popular industries- the Fashion and the Gaming.
One can spot popular fashion brands like Gucci, Balenciaga, Nike, Forever 21, Prada, Burberry, and a lot more while playing any online game.
The article delves into the reasons and details behind this unprecedented fusion.
Integration of Fashion and Gaming Worlds
There are numerous examples where the Fashion world collaborated with the Gaming world to promote its brands and launch new designs.
Since the 90s, the constant growth of the digital world has led to the development of new virtual environments, 3D worlds, and the metaverse. According to a recent study, around 25% of the total population will spend at least one hour in Metaverse World by the end of 2026.
The metaverse world’s huge infrastructure gathers a large global customer base that opens a broader scope for fashion brands. Digitalization of the fashion industry is done to align with this market and interact with the younger generation.
The metaverse brings in a holistic customer presence, including their social and self-presence. Therefore, both emotional and cognitive aspects are involved in offering new branding and marketing opportunities.
Video games are becoming a huge fashion playground nowadays. With these collaborations, a digital fashion community is developed. It makes fashion brands easily accessible to a large section of users.
People can also commence online virtual purchases of the latest designs and apparel at a smaller price in games as compared to the real world and upload their pictures wearing brands on different social media platforms.
For example in 2018, Carlings launched its collection virtually where people submitted their photos, and the brand sent back their pictures with clothing fitted from their collection.
So, both industries are benefitting from each other. On one side, the fashion industry has a large market for promotion. On the other side, the gaming industry attracts more people who are fashion enthusiasts and always looking for the latest trends in the fashion world.
Some other popular collaborations are:
Balenciaga and Fortnite
In 2021, Balenciaga promoted its products in digital avatars with Fortnite characters. The set included apparel, free sprays, sneakers, and fortography campaign for players.
Louis Vuitton and League of Legends
In 2019, League of Legends announced the collaboration of the famous brand Louis Vuitton and Riot Games.
Louis Vuitton designed the in-game skins and trophy case for the game’s World Championship so players could adorn their avatars in its new fashion attire.
Gucci and Roblox
In 2021, Gucci entered the digital world of fashion and opened its doors to users on the Rolox platform. Players were allowed to use Gucci’s limited edition accessories for their avatars.
Significant Reasons Behind the Collaboration of the Fashion and Gaming Industry
Let’s explore the other reasons and aspects behind such collaborations:
The gaming industry covers a wide demographic spectrum, including people of different ages, genders, and backgrounds. Brands can target their specific demographics and align the popular games whose followers represent their target audience.
Virtual Events and Runways
The fashion get a chance to present their latest designs at the virtual events and runways within the online video games. They can showcase themselves to a global audience in this digital experience.
E-Sports and Influencer Marketing
Professional gamers are now turning into influencers with the rise of E-sports. Fashion brands collaborate with e-sports teams and individual players. In this way, brands get a broader scope for promotion and exposure to a large section of the audience.
Fashion and Gaming- A Symbiotic Relationship
Witnessing the dominance of the gaming industry in the entertainment world, the fashion world gets a larger platform by collaborating with gaming companies. Today, fashion brands strategically adapt their marketing strategies to woo the gaming audience.
The integration of fashion into gaming through virtual runways, in-game purchases, or e-sports partnerships is developing a symbiotic relationship between the two industries and shaping the future of marketing in the digital age.