To engage Gen Z and Millennial players, many brands have created islands on Animal Crossing: New Horizons and now luxury retailer NET-A-PORTER is joining in with one of its own. The in-game island gives players the chance to visit the Able Sisters shop and try on pieces from the A/W 2020 Isabel Marant capsule collection.
The virtual island experience from NET-A-PORTER also gives visitors the opportunity to treat themselves to a few moments at a picnic area, a hot spring bath, a gym, a flower garden and a spot for meditating. The digital island was brought to life with the aid of WeSuperseed and visual artist Kara Chung, who is behind the @animalcrossingfashionarchive account on Instagram.
Fashionable Virtual Islands
NET-A-PORTER Created Its Own Island on Animal Crossing: New Horizons
Trend Themes
1. Branded Experiences - Creating virtual islands on gaming platforms like Animal Crossing: New Horizons presents an opportunity for brands to engage with younger audiences and provide immersive branded experiences.
2. Virtual Fashion Collaboration - Luxury retailers like NET-A-PORTER collaborating with video games for virtual fashion collections opens up new avenues for brand partnerships and creative expressions in the virtual realm.
3. Digital Escapism - The popularity of virtual islands and digital worlds allows brands to tap into the growing desire for escapism, offering users a retreat from reality and a unique brand experience.
Industry Implications
1. Luxury Retail - Luxury retailers can explore opportunities to collaborate with gaming platforms to create immersive virtual experiences, showcasing their brand offerings to a wider audience.
2. Gaming - The integration of fashion brands into popular video games like Animal Crossing: New Horizons opens up new revenue streams and enhances the gaming experience for players.
3. Digital Marketing - Digital marketers can leverage virtual islands and branded experiences to engage younger audiences and drive brand awareness in a creative and interactive way.