What Is Gamification In Fashion?
What Is Gamification In Fashion?
What Is Gamification In Fashion?
By Rebellion Research
December 21, 2023
Summary
Fashion Houses Enter the Gaming Universe: A New Frontier for Design and Interaction From Runways to Game Screens: How Major Fashion Brands Are Conquering the Virtual World In a dramatic shift accelerated by the pandemic, major fashion houses have ventured into the digital realm, notably marking their presence in the world of video gaming.
The first major collaboration between a luxury fashion brand and a video game can be traced back to 2012 when Prada launched a collection modeled by characters from the "Final Fantasy" video game series.
Rent the Runway Co-Founder Jennifer Fleiss told Rebellion Research: "Various brands are experimenting with web3 and video game products for in game use to engage a new user base, build brand equity in this domain and learn about this new modality. Digital versions of these products are an appealing way to test the waters on various styles at a low cost and enable consumers to engage with their products at a lower price point while retaining the luxury feel." In 2015, Louis Vuitton took a groundbreaking step in fashion advertising by using the video game character Lightning from Final Fantasy XIII as the face of its spring-summer collection.
The Fusion of Fashion and Gaming? We have witnessed a normalization of video game characters over the last few decades.
According to CyberGhost's blog post: "More recently, we've seen a shift towards more normal, practical-looking outfits, especially in Western game development. This is due, in part, to more and more games being set in our world, or one that's adjacent in terms of fashion. To be clear, game designers have been making characters with "normal" clothes since the first game set on Earth, but we're seeing more practical fashions take center stage along with the decidedly impractical ones.
Balenciaga showcased its Fall 2021 collection in an interactive video game, Afterworld: The Age of Tomorrow! Moreover, Burberry introduced its own racing game called B Surf.
The Future of Fashion and Gaming The symbiotic relationship between fashion and gaming is poised to grow stronger, blurring the lines between these two industries.
Reference
Rebellion Research. (2023, December 21). What is Gamification in Fashion? Rebellion Research. https://www.rebellionresearch.com/what-is-gamification-in-fashion