The New 'UNDEFEATED' Clothing Collection Was Made with 'Gears of War'
Riley von Niessen — October 11, 2016 — Fashion
'Gears of War' is a video game franchise that has a massive cult following, with an international community of gamers playing the third-person shooter tournament on the daily -- meaning that the new UNDEFEATED clothing line that honors it will likely prove popular among them.
Although it might seem strange to some for the makers of a video game to spend their time designing streetwear, or for a clothing label to attempt to appeal to such a specific demographic of consumers, the co-founders of UNDEFEATED clothing described the effort by saying "UNDEFEATED and Gears are both gritty and dirty and don’t play by the rules. We have the same consumer. The gamer is buying sneakers, he’s buying streetwear. The gamer is the same as a sneaker head."
Although it might seem strange to some for the makers of a video game to spend their time designing streetwear, or for a clothing label to attempt to appeal to such a specific demographic of consumers, the co-founders of UNDEFEATED clothing described the effort by saying "UNDEFEATED and Gears are both gritty and dirty and don’t play by the rules. We have the same consumer. The gamer is buying sneakers, he’s buying streetwear. The gamer is the same as a sneaker head."
Trend Themes
1. Gamer-inspired Streetwear - Disruptive innovation opportunity: Collaborations between video game franchises and fashion brands to create streetwear collections that appeal to the gaming community.
2. Cult Following - Disruptive innovation opportunity: Brands recognizing the value of targeting niche communities with dedicated fan bases, such as gamers, and creating unique products specifically for them.
3. Blurring of Demographics - Disruptive innovation opportunity: Breaking traditional stereotypes of consumer groups by recognizing the overlap between gaming enthusiasts and streetwear enthusiasts and creating products that cater to both.
Industry Implications
1. Video Games - Disruptive innovation opportunity: Game developers partnering with fashion brands to expand their reach beyond the gaming realm and tap into the fashion industry.
2. Fashion - Disruptive innovation opportunity: Fashion brands collaborating with video game franchises to create limited-edition collections that attract a dedicated gaming audience.
3. Streetwear - Disruptive innovation opportunity: Streetwear brands recognizing the influence of gaming culture and creating collections that merge gaming and fashion aesthetics to appeal to a broader audience.
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