Fashion and Gaming: How Luxury Fashion Brands Use Gamification

Understand how fashion is moving into the gaming industry

During the COVID-19 pandemic, the absence of physical fashion shows pushed designers worldwide to look for innovative ways to interact with their audiences.

The use of technology and strategic partnerships allow fashion brands to reach wider consumers. Luxury fashion houses like Burberry, Balenciaga, Gucci, and Marc Jacobs are venturing into the world of gaming through unique collaborations.

On this three-week course, you’ll discover how and why fashion is moving into new spaces, such as the gaming industry, which is predicted to surpass $200 billion by 2023.

From gaming-inspired fashion designs to brands creating their own styling games, you’ll study the characteristics of the intersection of luxury fashion and gaming.

Explore how fashion businesses build brand awareness

From subculture to mainstream, the gaming community stretches across western societies, often made up of Gen Z and Gen Alpha consumers.

It’s no surprise, then, that the fashion industry has used gaming as a way to tap into this younger customer base.

You’ll assess the use of gaming as a tool for marketing communications, and how it has helped luxury brands build awareness and reach new consumers.

Discover how gaming communities become fashion consumers

Analysing the gaming community as singular fashion consumers, you’ll get to grips with these industries interlink.

You’ll also understand how these partnerships are mutually beneficial, as gaming companies can use it to position themselves as more culturally relevant.

By the end of this course, you’ll have a deep understanding of the industry case study between fashion and gaming. You’ll know the opportunities and challenges that arise within this space for luxury fashion brands and how this trend may continue.