A new partnership between shopping platform Spring and the Kim Kardashian Hollywood app has seen the integration of a direct in-game e-commerce link. The innovative collaboration will allow game users to purchase outfits from the Spring store for their virtual Kim Kardashian Hollywood characters and are then able to purchase similar outfits for themselves in the real Spring shopping app.
This unique incorporation of a direct e-commerce link is a first for the Kim Kardashian Hollywood app, with the in-game Spring store currently boasting 12 brands including the likes of Derek Lam, Opening Ceremony and Modern Citizen.
As brands rush to incorporate "Buy Now" features, several other emerging initiatives stand out as well, including a shoppable catwalk at a recent House of Holland fashion show presentation and a recent shoppable episode of Bravo's 'Girlfriend's Guide to Divorce.'
What's Driving This Trend
- In-app E-commerce Integration
- Further opportunities exist for app developers to integrate e-commerce links directly within their apps, enhancing the shopping experience for users.
- Shoppable Entertainment
- As shoppable content becomes more prevalent, industries such as television and fashion are incorporating the trend to increase engagement and revenue.
- Virtual to Real World Purchases
- Virtual shopping experiences that offer direct links to purchase similar items in the real world could be a disruptive innovation opportunity for e-commerce retailers.
Who This Affects Most
- Mobile Gaming
- Mobile gaming companies could incorporate direct e-commerce links to offer users the ability to purchase virtual and real-world versions of in-game items.
- Fashion
- The fashion industry has the opportunity to increase revenue by incorporating shoppable content, both online and in-person, such as in-game and runway outfits.
- Television
- Television shows and networks could incorporate shoppable content, such as merchandise, outfits, and decor, into their programming to increase engagement and revenue.
