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The world of fashion has always set trends that are entertained by the global populous. Encompassing the ideas of visionaries, fashion is an artistic form of self-expression that trickles down effortlessly into everyday life.
How has the world of fashion integrated into immersive gaming?
Self Expression In Digital Spaces
With virtual avatars at the forefront of one’s digital existence, it only makes sense for players to want to customize them to their heart’s content. In fact, Roblox’s fashion trends report indicates that 50% of their survey respondents change their avatars at least once a week. Moreover, 42% believe their virtual avatar’s appearance is more important than their actual physical appearance.
Needless to say, it's quite clear that Gen Z takes their virtual avatars very seriously. And 2 in 5 respondents change their virtual clothing as a means of expressing their true selves. Therefore, it's quite vital for fashion brands to offer experiences that cater to this new, developing audience.
Virtual Experiences For Physical Brands
Major brands in the fashion industry are beginning to understand the importance of having a presence on new gaming platforms to showcase their products and provide unique experiences. For instance, we at The Gang have had the pleasure of partnering up with Gucci and Shein to incorporate their products and showcase their brand message into Roblox experiences.
With over 38M+ visits on Gucci experience, it is safe to say that this method of branding has been effective in introducing a new generation of individuals to the brand’s products and ideology. However, the benefits don’t just stop at market awareness.
Nearly 3 in 4 respondents in the aforementioned report say that they’ll spend money on digital fashion. More interestingly, over 50% of Gen Z consumers look for fashion brands and designers to offer unique clothes they can experiment with, ones they won’t initially try in real life.
This brings two distinct advantages to a retail fashion brand besides just the humongous audience it’ll now be able to market to. Firstly, you gain access to a consumer base that’s ready to spend money on virtual clothing and items as a medium of artistic self-expression.
Secondly, these individuals might not physically purchase a product. But, if allowed to dawn the clothing virtually, there’s a high chance of them purchasing the same piece of clothing in real life too. In fact, 70% of respondents of Gen Z state that they get some sort of inspiration for their physical clothing from their avatars. Therefore, the likelihood of your virtual item being purchased by an individual who has the same piece of clothing is quite high.
Lastly, it is quite pivotal for fashion brands to offer a medium of inclusivity wherein individuals can truly express themselves by accommodating all sorts of body types, shapes, and sizes. Over 90% of Gen Z’ers feel like clothing should be inclusive for all body types.
This inclusivity also includes fantastical characters and humanoid bodies that might not have a place in the real world. But, it really perpetuates the core insignia of these new virtual platforms, which aims to allow one’s imagination to go wild, allowing them to truly express themselves.
Fashion and Immersive Gaming
It is quite clear that immersive gaming and the fashion industry mutually benefit from each other’s efforts and strides. And, for a rising or even a well-established fashion brand, the potential for growth both in terms of audience encapsulation and product awareness, is endless.