Payment provider Klarna created a virtual experience within Animal Crossing: New Horizons in the form of a limited-time in-game pop-up. The live, in-game shopping experience was created with influencers Micah "Noodles" Mahinay and Kara Chung, and it offers a fun way for retailers to engage Millennial and Gen Z players.
While many fashion retailers have been experimenting with innovative technologies and virtual events over the last few years, 2020 has opened up even more opportunities for brands to reach new audiences digitally. The immersive shopping experience within Animal Crossing features 10 streetwear fashion must-haves according to Noodles, including the Extreme Rain jacket from The North Face and the Marine Serre crescent moon-print jersey top from Farfetch, each of which has been digitally recreated in the game by Chung.
Gamified Streetwear Pop-Ups
Klarna Created a Virtual Shop Within Animal Crossing: New Horizons
Trend Themes
1. Virtual Shopping Experiences - Creating immersive virtual shopping experiences within popular video games presents a disruptive innovation opportunity for fashion retailers to engage with Millennial and Gen Z consumers.
2. Influencer Collaborations - Collaborating with influencers to create branded experiences in virtual spaces allows brands to leverage their reach and credibility, providing a disruptive innovation opportunity for marketing and promotion techniques.
3. Digitally Recreated Products - Digitally recreating products within video games offers a disruptive innovation opportunity for brands to showcase their merchandise in unique and interactive ways, enticing consumers through gamification.
Industry Implications
1. Fashion Retail - Fashion retailers can embrace virtual shopping experiences to tap into the growing market of Millennial and Gen Z consumers, driving online sales and brand engagement.
2. Marketing and Advertising - Marketing and advertising professionals can explore collaborations with influencers in virtual spaces to create unique and interactive branded experiences that resonate with target audiences, building brand awareness and loyalty.
3. Gaming and Entertainment - The gaming and entertainment industry can capitalize on the demand for immersive experiences by partnering with brands and influencers to integrate virtual shopping within popular video games, enhancing player engagement and monetization.