High fashion love tv#
“Games can become a medium of advertising just like TV or social media,” he said. It’s a five-star marketing strategy.ĭarang Candra, director of Southeast Asia for gaming research firm Niko Partners, believes that in-game fashion can equate to real-world sales.
Fashion brands want to be involved in the mesmerizing, addictive popularity of games by entering them strategically and becoming part of their immersive experiences, rather than merely inserting disruptive in-game adverts. In both fashion and gaming, we adopt the role of a character, and the two industries also share deep roots in escapism. “Fashion in and outside of gaming is a great way to express yourself and your unique style,” says JTGily. Designer brands can help drive spending, granting just about anyone low-cost access to the luxury industry through their avatars. Skins, or cosmetic add-ons, earn the gaming industry an estimated $40 billion a year, according to online marketplace DMarket.
JTGily , a Pokémon Go creator and YouTuber with more than 200,000 followers, told CCI that he was pleasantly surprised by the pairing: “Honestly, I would have never expected a Pokémon Go x Gucci collaboration, but Pokémon Go does have in-game avatars that you can customize, so why not? I made sure to grab those new clothing items right away and threw them on my avatar.” Pokémon Go recently made its first foray into high fashion by partnering with the new and much-hyped Gucci x North Face collaboration, with looks from the collection now available for players’ avatars. Over the past year or so, luxury-gaming collaborations have become all the rage: Burberry recently announced a deal with Tencent Games ’ Honor of Kings, Fortnite characters can now wear Nike ’s iconic Air Jordan sneakers, and players of Nintendo ’s Animal Crossing (arguably the fashion industry’s favorite game) can enjoy dressing up in styles from Valentino, Marc Jacobs, GCDS, Sandy Liang, MCM, Gentle Monster, and Net-a-Porter. Characters from Final Fantasy were featured in a 2012 Prada campaign, as well as ads for Louis Vuitton in 2016, while Moschino had an in-depth collaboration The Sims in 2019, creating an in-game and matching real-life capsule collections. So it’s not surprising that fashion got the gaming bug.īut this is not a new fling, rather it is a long-term love affair that has been brewing for years.
High fashion love drivers#
Both of these demographics are the main drivers of China’s luxury goods market, while in the United States they represent $350 billion in spending power, according to McKinsey & Co. According to Newzoo, 42% of gamers are millennials (age 23 to 28), with Gen Z coming in second at 20% of the total. The gaming industry is projected to be worth $257 billion by 2025, representing a more than 30% increase since 2017, with the meteoric rise of casual gamers playing on their mobile phones adding to the industry’s momentum. Whether through Instagram, TikTok, Twitter, or WeChat, the world has grown accustomed to seeing people presented virtually, and therefore fashion - an industry built upon personalization and expressions of individuality through style - has naturally moved further into exploring digital realms, including the force that is gaming. For many of us, social media has turned our virtual selves into the protagonists of our lives, and this practice has only deepened as online interaction became the predominant method of communication over the past year due to the coronavirus pandemic.
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