The Japanese clothing brand BAPE recently partnered with PUBG (an online multiplayer battle royale game) to launch a Crate and Cast-Iron Pan giveaway promotion. The Crate and Cast-Iron Pan is highly symbolic to fans of PUBG. In the online game, the pan is "the ultimate form of disgrace when getting conked over the head in-game," however, the pan is also useful as it doubles as a protective shield.
The collaboration also includes a lookbook and capsule collection that features orange and yellow camouflage products including shorts, a sweater, a shirt, sneakers, and a JEEP van. Additionally, these items will also be available for players of the game to outfit their online characters in.
The streetwear brand's collaboration with an online game speaks to the increasing popularity of e-gaming and the expanding demographic.
Why This Trend Is Growing
- E-gaming Partnerships
- Collaborations between clothing brands and online games present an opportunity for disruptive innovation by creating exclusive merchandise and promotions.
- Symbolic Collectibles
- The trend of using iconic items from online games, such as the cast-iron pan from PUBG, offers opportunities for disruptive innovation through limited edition giveaways and merchandise.
- Virtual Fashion Integration
- The integration of fashion collections into online games allows players to outfit their online characters, opening up disruptive innovation possibilities for clothing brands and virtual fashion designers.
Industries Being Reshaped
- Streetwear Fashion
- Collaborations between streetwear brands and online games provide a disruptive innovation opportunity to create limited edition merchandise and capitalize on the growing popularity of gaming culture.
- E-gaming
- The increasing popularity of e-gaming presents a disruptive innovation opportunity for brands to partner with gaming platforms, create exclusive promotions, and reach an expanding demographic.
- Virtual Fashion
- The integration of fashion collections in online games offers the virtual fashion industry a disruptive innovation chance to design and provide virtual outfits for online characters.
