The newly launched Animal Crossing: New Horizons has become an unexpected way for brands to engage with players during a time when businesses are operating outside of their usual retail channels—as evidenced by the launch of Marc Jacobs-designed Animal Crossing clothing. Players can now use the free download codes to dress their in-game avatar in outfits from the label, including shirts, dresses and accessories. In all, there are six styles Marc Jacobs created and shared in partnership with @AnimalCrossingFashion Archive, a self-described "fashion photographer documenting social distancing era style."
While the fashion industry has been hit particularly hard by retail store closures, brands are offering virtual experiences to engage and entertain fans at a time they may not have a need to expand their real-life wardrobe.
In-Game Designer Fashion
Marc Jacobs Created Animal Crossing Clothing Download Codes
Trend Themes
1. Virtual Fashion Engagement - Brands can engage with fans through virtual experiences during times when retail store closures are impacting the fashion industry, offering disruptive innovation opportunities.
2. In-game Brand Partnerships - Animal Crossing's collaboration with Marc Jacobs demonstrates the potential for in-game brand partnerships to engage players and create virtual experiences.
3. Social Distancing Era Style - Fashion photographers documenting social distancing era style present an opportunity for brands to tap into current trends and create innovative marketing campaigns.
Industry Implications
1. Fashion - The fashion industry can embrace virtual experiences through partnerships with video games and fashion photographers to increase brand engagement and creativity.
2. Gaming - Video game companies can explore collaborations with high-end fashion brands to create new in-game experiences and engage a wider audience.
3. Marketing - With the rise of social distancing era style, marketing agencies can create new campaigns that tap into current trends and capture consumer attention in unique ways.