Phenomenon ‘gamification’. Fashion focuses on the game

Phenomenon ‘gamification’. Fashion focuses on the game

When the going gets tough, the tough guys start playing. First of all, the fashion and luxury brands that, lately, in ‘gamification’ find a new lever for their business. But what does this term mean? According to Wikipedia, it is “the use of elements borrowed from games and game design techniques in contexts outside of games”. This market, which according to Reportlinker data reported by The Current Daily, was worth 6.8 billion dollars (about 6 billion euros) in 2018 and is expected to reach 40 billion in 2024.

An example of a brand that has tried this initiative is Kenzo who, last year, to promote the new pair of Sonic sneakers launched a “gamified e-shopping experience” in which consumers had to compete with each other to get the shoes. Another example is Nike, which last year launched in Shanghai Reactland, an environment where customers could try out the new React shoes and ‘test’ them thanks to a virtual on-screen transposition. Fred Perry, in collaboration with Raf Simons, launched a sort of Google Street View-style map on his website in February, where consumers could move along a virtual urban suburb and buy what they saw worn by the characters crossed in the street.

By clicking on these figures, in fact, it was possible to see the garment in different colors. The popular blog Man Repeller recently launched Repeller, its e-commerce site divided into two sections: shop and play. In the latter, consumers can buy products using a ‘playful’ interface inspired by digital games. In the past few days it has been the turn of Gucci that, on its app, debuted Gucci Arcade, a new section of the app dedicated to video games and inspired by the arcades of the 70s and 80s. Through this form of interactive entertainment, the fashion house aims to entertain its users using the most representative symbols of the brand led by Alessandro Michele.