Brands are engaging with the Millennial and Gen Z players of Animal Crossing: New Horizons with a variety of in-game events and downloads, including free the Animal Crossing outfits designed by Valentino. At a time when photoshoots can't be carried out as usual with models, stylists, photographers and others on the creative team, brands are creating virtual experiences that can be appreciated in a different way.
Valentino collaborated on a series of animated outfits for male and female avatars within the game that can be downloaded using a code and added to the new Animal Crossing game with the in-game Able Sisters’ store. With venues of all sorts closed and people lacking occasions that call for getting dressed up, designer brands are offering alternative ways to outfit people via their in-game avatars.
Key Themes Behind This Trend
- Brands Engaging with Gaming Community
- Brands are finding innovative ways to connect and engage with Millennial and Gen Z players through in-game events and collaborations.
- Virtual Experiences in Lieu of Physical Photoshoots
- As traditional photoshoots become challenging, brands are turning to virtual experiences to showcase their products and reach their target audience.
- Designer Brands Offering In-game Outfits
- Designer brands like Valentino are taking advantage of opportunities to provide virtual outfits in popular games, catering to the growing desire to customize avatars.
Where This Applies
- Fashion
- The fashion industry can explore collaborations with gaming companies to create virtual outfits and accessories, providing new ways to reach their target customers.
- Gaming
- The gaming industry has the potential to further capitalize on in-game events and collaborations with brands, creating a more interactive and immersive gaming experience.
- Photography
- As physical photoshoots pose challenges, the photography industry can explore virtual photography, offering services and tools for brands to showcase their products within the virtual world.
