Fashion and Gamification

In recent times, due in part to the advent of the pandemic, the existing relationship between gamification and the world of fashion has intensified considerably, and the future of fashion seems to be moving increasingly away from the big catwalks and closer to digital environments that are more used by certain targets. More and more brands are investing in the metaverse and in gaming: LEGO has invested in Epic Games, a platform in which luxury brands such as Balenciaga are also present, while Nike and Gucci are present with their virtual environments in Roblox, a metaverse platform that reached 55 million active daily users in February 2022 (McKinsey, 2022). For luxury fashion brands, moreover, gamification represents a lever to be exploited in particular, to attract the attention of Millennials and Gen Z: according to Boston Consulting Group and Altagamma (2022), people between the ages of 18 and 34 will account for about 50 percent of the luxury market in 2025, compared to 32 percent today. Therefore, this is a target which Luxury Fashion brands would benefit from investing in, using original communication adapted to the specific needs of that segment. In addition, by offering in-game purchases, in some cases, an entry point is created for customers who cannot yet afford purchases of real garments, establishing a link that could lead to a physical purchase in the future, such as in the case of Fortnite, one of the most popular video games, which had already made most of its revenue in 2018 ($2.4 billion in total) by selling avatar "skins" (virtual objects that change the appearance of a character). This new marketing strategy is as innovative as it is bizarre. Adopted more and more frequently by high-fashion houses, in addition to actively and personally involving the customer, thus keeping attention thresholds at high levels, it is also proving to be a winning strategy from an economic point of view. Very few brands still invest in this sector, which translates into lower costs for communication campaigns, and due to the staggering growth that this market is recording year on year (+26% between 2019 and 2020, reaching a value of almost $138 billion). Therefore, looking at the industry and the explosive pace at which it is growing, it is not at all surprising that fashion so insistently aspires to be incorporated into the world of games since, while other industries, including fashion, have been negatively affected by the pandemic, the gaming industry has prospered considerably. Gamification can also incentivize the use of new storytelling through games, quizzes, and collections, developing a creative and interactive narrative related to the brand and its story; it also generates engagement in an original way, providing an immersive experience through the development of innovative and customized customer journeys. Gamification dynamics are also adopted in the fashion market, for the launch and promotion of new products: taking their cue from videogamers, which are moved by competitive spirit and the curiosity to level up, fashion companies can reveal their collections through interactive paths that, especially thanks to augmented reality, reduce the physical distance with consumers.