Brands have now increasingly recognized the potential of the gaming industry to connect with people in an immersive way. It is highly favorable for potentially fostering technological innovations. Fashion brands these days have been taking into consideration the influence of the gaming arena. Tommy Hilfiger has lately teamed up with games publisher Tilting Point to create its own fashion styling game, FashionVerse. In addition to that, Luxury label Dolce & Gabbana and gaming brand Razer released a wardrobe and video game accessory collection. Luxury clothing brands Ralph Lauren and G2 Esports launched a capsule collection featuring tracksuits, t-shirts, and hoodies.
It’s understandable that fashion and video games are two different industries, but companies in both categories have been banding together to win gamers’ attention. That being said, the gaming market has established itself as a multibillion-dollar industry with global recognition and a young audience. Brands have been recognizing the potential of the gaming industry to connect with people in an immersive way.
Gamers are valuable shoppers. Unlike other forms of entertainment, people spend long hours playing video games, and most of them also choose to invest in multiple screens to both play and watch others play games. Also, plenty of them embrace the idea of joining discussions with other gamers. Fashion brands have been making extra effort to put their logos in front of gamers.
Tommy Hilfiger has been looking forward to grabbing the opportunity to capture the market influenced by video games. An interview with Vogue Business revealed that Tommy Hilfiger said that he finds video games as a potential retail platform.
Gaming companies have been adopting advanced tech capabilities and drawing the attention of youth in particular. LVMH partnered with Fortnight creator Epic Games to create immersive digital experiences with 3D technology. LVMH’s brands have also been investing a lot in creating virtual fitting rooms. And fashion shows in addition to the AR-fueled experiences. Gamers are a very passionate audience, and this is the reason that brands have been looking forward to finding ways to connect with them authentically.
Fashion with Epic Games
‘Epic Games’ Unreal Engine has established itself in the form of one of the most popular software frameworks in the gaming industry and has been involved in creating film sets but has now established a tool for fashion designers to construct and showcase their work inside and outside of the gaming world.
Non-gaming brands have partnered with Epic Games to influence younger consumers. Partnerships involve the translation of the brands’ physical products into the world of Fortnite.
Luxury fashion brand Balenciaga partnered with Epic, and the purpose was to recreate some of its designs as Fortnite skins. Team Liquid dressed digital models in Unreal Engine clothes. They did so while launching LQD, the team’s limited-edition apparel line.
Unreal Engine has been finding wide use in designing and modeling clothes. It started in the gaming world but has since escaped its confines. In April 2021, Gary James McQueen, a renowned fashion designer used the game development software to put together a runway show featuring virtual garments.
Unreal Engine fashion show signaled the potential use of the software for designing real garments. These days, fashion companies are adopting virtual models to streamline their production process.
Plenty of brands have been looking forward to ways to make clothing wearable in-game. Gaming has established itself as athleisure incarnate, competitive and athletic. Many companies are putting out gamer-bait clothing. Some of the major brands involved in the same are Adidas, Nike, Puma, Champion, UNTFD, and Uniqlo.
Merchants even sell handmade T-shirts, pins, dresses, hats, and cosplay, signaling their fandom for overwatch and League of Legends, alongside plenty of other popular games.
Plenty of Fashion brands have been increasingly recognizing the potential of the gaming industry to connect with people in an immersive way. And they are also investing big amounts to take the plan to the next level.