With the confinement and social distancing of the past few months, the use of digital technologies to keep in touch with consumers and to present and sell fashion items appears to be a solution that is both fun and innovative. Which brands stand out as the precursors of this emerging marketing strategy?
Fashion Gamification: Not Just for Luxury Brands
Many luxury brands have observed this growing trend for several years now. As a result, Louis Vuitton, Burberry, or Gucci have already gotten into the habit of creating their own fashion gaming to showcase their latest collections, or call on platforms dedicated to video games, as evidenced by Burberry, the leading fashion house, to announce its Spring/Summer 2021 fashion show live on the popular streaming platform: Twitch.
They are also investing in flagship games, therefore broadening their reach in new market segments. For example, the Moschino brand has appeared in the no less popular game “The Sims,” and the Louis Vuitton brand in “Riot Games” (Fornite); nevertheless, luxury brands are not the only ones to invest in this technological trend. “Animal Crossing,” the flagship containment game, has won over ready-to-wear players such as the French brand Gemo, which has introduced its new collection through the game’s virtual store.
The Drest mobile app, developed by Lucy Yeomans (formerly editor of Net-à-porter), prides itself on being the first game dedicated to luxury fashion. In addition to offering a selection of over a hundred trendy brands, Drest also offers digital clothing designed in partnership with, among other brands, Prada, and Valentino.
In Quebec, developers such as Ultracine Studios provide fashion gaming solutions. This Vestechpro collaborator has developed a unique flexible body animation technology to obtain clothing simulations of unprecedented quality on mobile platforms. Ultracine Studios is also innovating by integrating virtual actors and avatars into real environments.
Would you like to learn more about Ultracine Studios? The portrait of this company is featured on our site as part of an exclusive interview with its founder Nicolas Pajot.
Virtual Clothing: A Means of Expression within the Consumer’s Reach
New technologies today offer the possibility of providing virtual fashion items for sale. This approach allows designers, retailers, and distributors to take their clothing proposal and shopping experience one step further. On the other hand, social networks are the space in which one can ensure one’s presence with the help of an avatar. Self-expression, the constant need for novelty, and the fight against the harmful effects of overconsumption can now be simultaneously accomplished while having fun. This is the promise of virtual fashion as conceived by Kerry Murphy, co-founder of the manufacturer, the “digital fashion house” which in 2019 sold the first virtual couture dress for the modest sum of $12,500 CDN. Carlings and Puma banners have already called on his expertise for the creation of digital collections.
In the near future, you may opt to showcase your products as part of a 3D fashion show like Congolese designer Hanifa and feature digital models such as virtual trendsetter, Lil’ Miquela, or by contacting the specialized The Diigitals agency.
Even if these innovations seem to be reserved for big luxury brands with substantial financial means at the moment, the fact remains that these solutions should be considered in the medium- term because they meet the real needs of consumers who are increasingly eager for novelties and new consumer experiences, either real or virtual.
Whether you are ready or not to take the step toward digital clothing, we are here to guide you in your innovative projects. Contact us: [email protected]