Luxury fashion brands turn to games to attract new buyers

“The pandemic has accelerated the mainstream visibility of these highly influential subcultures,” said Benoit Pagotto, one of the three co-founders of the organization RTFKT Studio, supplier of virtual sneakers and NFT collections. It recently partnered with Fewocious’s virtual sneakers to raise more than $3 million.

Some more adventurous luxury brands are already experimenting with immersive games, such as Balenciaga’s retro video game Posterity: Tomorrow’s time, The brand was released to showcase its fall 2021 collection. Known as an industry model that perfectly combines fashion and games, Posterity Use 3D capture and Epic’s Unreal Engine to immerse players in the brand image.

This move attracted the attention of shoppers.According to data from shopping app Lyst, the app has explored the rise of digital fashion in the most recent period of time report 48 hours after the Balenciaga game was released, with Fabricant, brand searches on Lyst increased by 41%. In the latest quarterly publication “Lyst Index”, Balenciaga ranked second, up three places compared to the previous quarter.

Gamification will affect many things, but fashion has an obvious application.Fashion is to be a fun stage, where you should be able to express yourself and you should be able to experiment,” Michaela Larosse, Head of Content and Strategy Manufacturer,Say.

Games and fashion go hand in hand, because the purpose of both is to provide enthusiasts with a world that transcends reality and desires. Anyone who has participated in a fashion show in Paris can attest that this is a grand event, just like the most wonderful theater performance, often showing a charming narrative in every element of the show. Capturing this energy in the game will definitely arouse the interest of consumers.When dust Cooperation with Warner Bros. Pictures Wonder Woman 1984According to customer feedback after the event, users used the clothes in the movie to dress their avatars. The users were so satisfied that more than half of the users watched or planned to watch the movie.

“I believe that technology should be like a best friend of fashion. Just like a magic wand can bring you closer to consumers, and make consumers a part of your storytelling,” Yomans said.

In her view, games not only provide fashion brands with “immersive” opportunities, but also provide protection for luxury brands, enabling them to maintain information, portraits and integrity.

From “Pygital” to pure numbers

With most actual shopping now taking place online, retail has become an experience, with brands and stores designed to attract customers to become brand lovers, not just shoppers. This means that “phygital” (a marketing term that describes the desire to seamlessly combine physical stores with digital experiences) is becoming more and more common.

Most fashion game partners also provide customers with the opportunity to experience physical clothing in person, such as exclusive limited edition works in the game.in the case of dust, Clothing can be purchased through the website Farfetch. Some young players in the game use it as a way of “pre-purchase style”.

“We developed this concept of RVR from real to virtual to real. Everything you see is part of real life, so if we build a partnership with Prada, then it is part of the capsule series, the series It will be launched and removed from the store soon.” Yeomans said.

“We know that these experiences will increase the stay time, make consumers feel more connected with the brand, and make them pay more attention to physical products. There is no doubt that we are entering a new era of experience retail.” Fashion Innovation Bureau A person in charge of the London School of Fashion pointed out that these principles are beginning to have an impact on traditional e-commerce.