LCF23: How gamification has influenced fashion
- Written byKojo Apeagyei
- Published date 07 July 2023
Gamification has become a significant trend in the fashion industry, as evidenced by recent collaborations between gaming studios and renowned brands such as Louis Vuitton and Balenciaga. These collaborations have unlocked new revenue opportunities and also introduced these brands to a vast customer base. To gain deeper insights into the impact of gamification on fashion, we interviewed Mans Blomberg, a final-year student of BA Fashion Visual Merchandising & Branding. Mans' comprehensive report delves into the evolving relationship between gaming and fashion, shedding light on the transformative effects of gamification.
Can you explain what gamification is and how it has influenced the fashion industry?
Gamification refers to the incorporation of gaming elements into another industry. In the case of the fashion industry, it involves integrating gaming concepts at the core of various collaborations. This approach allows for cross-industry partnerships that expose fashion brands to new customers, media outlets, and their existing customer base. It is important, however, to ensure that these collaborations are authentic and relevant, rather than forcefully pushing partnerships that lack coherence.
One of the reasons I decided to focus on this topic is due to the remarkable growth of the gaming industry in recent years. From generating approximately $7.8 billion USD in revenue in 2000, surging to $155 billion in 2020. It is projected to surpass $250 billion by 2025.
What are some key examples or interesting trends that you discovered during your research?
A notable trend I discovered during my research is the significant overlap in the target audience of both industries. Gen X and young millennials form a substantial portion of the consumer base for both gaming and fashion. This presents an opportunity for fashion brands to make creative business decisions that enhance their exposure and attract new loyal customers.
However, it is crucial to note that some brands did not fare well in their collaborations. This was often due to rushed and ill-conceived partnerships, which negatively impacted the reputation of physical brands among gamers. Successful collaborations, on the other hand, involved brands borrowing talents from each other and acknowledging when assistance was needed. They carefully considered how to effectively incorporate physical merchandise into the virtual world, ensuring a seamless and engaging experience for the audience.
In your report, you mentioned the social aspect of consumption as a key element of gaming. How does this aspect relate to the fashion industry? Can you provide specific examples of how social connections in gaming have influenced fashion consumption or purchasing behaviour?
In my research, I came across several studies highlighting the significance of social connections in gaming, particularly through virtual friendships and online interactions. This social aspect also holds relevance for the fashion industry, and specific examples can be found in how social connections within gaming have influenced fashion consumption and purchasing behaviour.
In gaming, players buy skins to express themselves and look cooler in-game, which is basically what we do in the physical world.
The problem with in-game cosmetics and skins, however, is that it’s an emotionless transaction, taking a few seconds to complete. One of the main reasons for the success of some collaborations between gaming and fashion was that they made the experience into something greater, they enhanced the experience for in-game micro-transactions
Shopping for fashion is universally more fun when done with friends, and even when shopping alone, interactions with sales representatives add a social element. Cross-industry collaborations between gaming and fashion facilitate conversations among gamers, who compare skins and discuss them as if they were newly released collections from fashion brands (which, in a way, they are).
Certain skins or in-game cosmetics hold particular value in games, especially if they were released for a limited time, earned through achievements, or are considered rare. Examples include skins like Pax TF in League of Legends, the "John Wick" skin in Fortnite, the Spectral Tiger mount in World of Warcraft, or a Karambit case-hardened blue gem in CS:GO. Notably, the last example was sold for approximately $1.5 million, highlighting the significant value of such items.
FMP Visual Merchandising video walkthrough
Your research included case studies of luxury fashion brand collaborations with video games. What were some of the successful collaborations you found, and what factors do you think contributed to their success?
One notable successful collaboration I found was the partnership between Louis Vuitton and League of Legends in 2019. During that year's World Cup, Louis Vuitton designer Nicolas Ghesquière designed the case for the tournament trophy. Leading up to the event, they released the first skin of the collaboration, generating hype. During the World Cup's live stream, they revealed the latest skins, further captivating the audience. This collaboration showcased the digital capabilities of both parties and demonstrated a well-thought-out and cool initiative.
Another interesting collaboration was between Balenciaga and Fortnite, which stood out due to the disparity in pricing. Fortnite, with its immense popularity, boasted approximately 243 million active players in June. The game operates on a freemium model, with a significant portion of revenue coming from micro-transactions of skins and in-game cosmetics, essentially virtual fashion. While the average ticket value of a skin is around $10, the hoodies from the Balenciaga and Fortnite collaboration were priced at around €895. Despite the stark difference in pricing, the collaboration still achieved success.
Both collaborations succeeded by leveraging their respective strengths and borrowing talents from each other. The partnership allowed both luxury brands and video games to tap into each other's fanbases, gaining exposure to new customers.
The survey and interviews you conducted with young gamers aimed to gather their perspectives on potential cross-industry collaborations. What were some of the main insights or opinions shared by the participants regarding the integration of gaming and fashion? Did you notice any notable differences between different segments of the target audience?
One key takeaway from the survey and interviews was that the luxury brand collaborations introduced some gamers to these brands who were previously unfamiliar with them.
Additionally, the research indicated that most gamers play games to socialise, dispelling the stigma that is a lonely thing to do. I think a lot of the younger participants also liked the idea of a brick-and-mortar store where they could shop for skins for different games since most gamers play more than one game at a time. Some participants were quite fond of being able to test out the skins in a retail space before purchasing it, i.e. playing the game with the skins to see how it feels before purchasing, this is not a common thing that gamers can do.
Overall, all participants showed great interest in seeing their favourite fashion brands collaborate with their favourite games. However, it was evident that the collaborations needed to have meaning, incorporate cool integrations, or feature hype-driven reveals, rather than being mere collaborations for the sake of it. These findings align with the research conducted and support the importance of thoughtful and engaging collaborations.
- Learn more about the Fashion Business School
- Visit the UAL Graduate Showcase
- What’s on at LCF: open days and events