Luxury fashion brands partner with the gaming industry for new product offerings
Trend - The luxury fashion industry is leveraging the rise of eSports by introducing unique new products and campaigns specifically aimed at gamers. The unlikely pairing features everything from luxury in-game skins to apparel lines and eSports watches.
Insight - Many young consumers of today, including Gen Z and Millennials, are completely immersed in the world of esports, spending hours a day on the platform, either playing themselves or watching professionals play. Since more traditional platforms like radio and cable tv are less frequently used by these consumers, brands are adapting their products to reach these younger consumers on their preferred platform. As these consumers are already extremely familiar with e-sports, they readily accept new offerings that incorporate the pastime.
Insight - Many young consumers of today, including Gen Z and Millennials, are completely immersed in the world of esports, spending hours a day on the platform, either playing themselves or watching professionals play. Since more traditional platforms like radio and cable tv are less frequently used by these consumers, brands are adapting their products to reach these younger consumers on their preferred platform. As these consumers are already extremely familiar with e-sports, they readily accept new offerings that incorporate the pastime.
Workshop Question - How can your brand partner with adjacent sectors to reach more consumers?
Trend Themes
1. Esports and Fashion Collaborations - Fashion brands are partnering with the gaming industry for new product offerings and campaigns specifically aimed at gamers.
2. Luxury In-game Products - Luxury brands are introducing unique in-game skins, virtual outfits and makeup looks for popular multiplayer games.
3. Virtual and Augmented Reality Advertising - Brands are exploring new ways to advertise and reach young consumers through virtual and augmented reality experiences.
Industry Implications
1. Fashion Industry - The fashion industry is leveraging eSports to introduce new products and campaigns specifically aimed at gamers.
2. Gaming Industry - The gaming industry is seeing unconventional partnerships with luxury fashion houses and beauty brands to release virtual products for popular games.
3. Advertising Industry - Brands are investing in virtual and augmented reality advertising to reach young consumers and engage them in unique experiences.
