Luxury fashion brands enter the gaming space via experiences and collectibles
Trend - High fashion and cosmetics brands are incorporating interactive gaming into their product experience, whether that's in the form of collectible board games, or in-store experiences. The adoption of interactive play by brands typically associated with sophistication and sensibility makes them more relatable.
Insight - As Millennials gain more disposal income, they look into spaces that will allow them to build a sophisticated aesthetic and make them feel special. As their buying power amounts gradually, this demographic searches for more accessible and low-risk ways to enter the luxury space—whether that be through a small purchase or a brand experience.
Insight - As Millennials gain more disposal income, they look into spaces that will allow them to build a sophisticated aesthetic and make them feel special. As their buying power amounts gradually, this demographic searches for more accessible and low-risk ways to enter the luxury space—whether that be through a small purchase or a brand experience.
Workshop Question - Conceptualize how your brand could create a collectible game based on its identity, or create an in-person gaming experience.
Trend Themes
1. Interactive Brand Experiences - High fashion and cosmetics brands are incorporating interactive gaming into their product experience, offering low-risk ways to enter the luxury space and providing more accessible marketing initiatives.
2. Nostalgia-inducing Activations - In-store Nintendo-themed activations, old-school arcade games, and retro game-inspired collections are on-trend design schemes for fashion and gaming enthusiasts to personalize their gaming habits and accessories.
3. Luxury Esports Collaborations - Unconventional partnerships between global eSports and luxury fashion brands are inspiring unique in-game product concepts, as Louis Vuitton releases wearable capsule video game clothing collections and creates skins for gamers to enhance the luxury gaming experience.
Industry Implications
1. Fashion and Cosmetics - Luxury fashion brands incorporate their designs and products into gaming experiences, creating interactive and playful settings to promote their brand.
2. Gaming - Gaming companies partner with fashion and cosmetic brands to offer in-game skins, enhance brand recognition and cross-promote products.
3. Marketing and Advertising - The use of interactive brand experiences, in-store activations, and luxury fashion partnerships offers new opportunities for marketers to engage with their audiences and elevate their brands.
5 Featured, 43 Examples:
367,358 Total Clicks
Date Range:
Mar 18 — Dec 19
Trending:
Warm
Consumer Insight Topics:
