French luxury goods label Cartier has teamed up with the fashion-focused gaming and entertainment app Drest to launch a new feature for the Drest platform dubbed 'Jewellery & Watch Mode.' In conjunction with the new feature, Cartier will also be utilizing the platform to promote the launch of its new Clash [Un]limited collection.
In a nutshell, Jewellery & Watch Mode is a new gameplay feature that allows Drest users to style jewelry and watches on an all-new set of photo-realistic 2D models. The mode is intended to allow users to mimic the job of a jewelry editor as they select pieces for models and navigate a styling photoshoot.
“Bringing these pieces to life in Drest was a real technical challenge, but we are thrilled with the results, particularly the features that enable our players to get up close to the jewelry and try out our styling variants, such as stacking bracelets and watches, and using multiple rings," said Drest founder and CEO, Lucy Yeomans.
Image Credit: Drest
Key Themes Behind This Trend
- Gamified Fashion
- There is an opportunity for fashion brands and gaming companies to collaborate on more gamified fashion experiences like the 'Jewellery & Watch Mode' feature in the Drest app.
- Virtual Jewelry Try-on
- Incorporating virtual try-on features into jewelry and watch e-commerce platforms could be a disruptive innovation opportunity for companies looking to enhance the online shopping experience.
- Photo-realistic 2D Modeling
- Advancements in technology that enable the creation of better photo-realistic 2D models have the potential to enhance the online shopping experience for consumers and may lead to more immersive virtual try-on experiences.
Where This Applies
- Fashion
- The integration of gamification into fashion experiences presents an opportunity for the industry to enhance consumer engagement with their products and establish new revenue streams.
- Jewelry
- Jewelry companies can leverage the emerging trend of virtual try-ons to enhance the shopping experience for their customers and differentiate themselves from competitors.
- Gaming
- The integration of real-life product collaborations, such as the one between Drest and Cartier, into gaming experiences presents an opportunity for gaming companies to diversify their revenue streams and increase consumer engagement.
