[{"@context":"https:\/\/schema.org\/","@type":"NewsArticle","@id":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/#NewsArticle","mainEntityOfPage":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/","headline":"Luxury Fashion Brands Get Into Gaming And Play It Right","name":"Luxury Fashion Brands Get Into Gaming And Play It Right","description":"At first thought, fashion and gaming may seem like an unlikely duo. But if the fashion industry were to ensure it continues to be accessible and relevant in every way possible, it would seem almost ignorant to cash in on the gaming trend as esports becomes more mainstream.\u00a0 The COVID-19 lockdown has led to an […]","datePublished":"2020-09-06","dateModified":"2020-11-27","author":{"@type":"Person","@id":"https:\/\/thehomeground.asia\/author\/amos-chen\/#Person","name":"Amos Chen","url":"https:\/\/thehomeground.asia\/author\/amos-chen\/","identifier":72,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/8c6c904695837c1318b62b8cbb0bbda0fb3020bfd5282927c18ace4244602381?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/8c6c904695837c1318b62b8cbb0bbda0fb3020bfd5282927c18ace4244602381?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"TheHomeGround Asia","logo":{"@type":"ImageObject","@id":"https:\/\/thehomeground.asia\/wp-content\/uploads\/photo_2021-07-22-222533.jpeg","url":"https:\/\/thehomeground.asia\/wp-content\/uploads\/photo_2021-07-22-222533.jpeg","width":640,"height":640}},"image":{"@type":"ImageObject","@id":"https:\/\/thehomeground.asia\/wp-content\/uploads\/1599147914814_fashion_game_2.jpeg","url":"https:\/\/thehomeground.asia\/wp-content\/uploads\/1599147914814_fashion_game_2.jpeg","height":1000,"width":1500},"url":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/","commentCount":"4","comment":[{"@type":"Comment","@id":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/#Comment1","dateCreated":"2026-05-02 17:42:23","description":"You really know your stuff.","author":{"@type":"Person","name":"tv live world","url":"http:\/\/www.week.co.jp\/skion\/cljump.php?clid=129&url=https:\/\/www.oneotv.com\/"}},{"@type":"Comment","@id":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/#Comment2","dateCreated":"2026-04-28 14:45:38","description":"Bookmarking this for later.","author":{"@type":"Person","name":"ladies on cloud shoes","url":"https:\/\/globalshoepalace.com\/product-category\/women\/on-cloud-women-shoes"}},{"@type":"Comment","@id":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/#Comment3","dateCreated":"2026-04-27 17:45:12","description":"Do you want to get 1K+ US visitor daily ? i can help you, more info >> https:\/\/usstateszip.com\/advertise.php<\/a>","author":{"@type":"Person","name":"Claud Berman","url":"https:\/\/usstateszip.com\/advertise.php"}},{"@type":"Comment","@id":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/#Comment4","dateCreated":"2026-04-25 11:58:58","description":"Really well-researched and written.","author":{"@type":"Person","name":"Salomon men's hiking shoes","url":"https:\/\/globalshoepalace.com\/product-category\/men\/Salomon-Men-Shoes"}}],"about":["Esports","International"],"wordCount":841,"articleBody":"At first thought, fashion and gaming may seem like an unlikely duo. But if the fashion industry were to ensure it continues to be accessible and relevant in every way possible, it would seem almost ignorant to cash in on the gaming trend as esports becomes more mainstream.\u00a0The COVID-19 lockdown has led to an acceleration of various trends. And perhaps this is why the convergence of both industries may not come as a surprise, as more and more major fashion houses and fast-fashion giants want in on a piece of that gaming pie. Besides, with thousands of gamers in the virtual world, what better place than that to reach out to potential customers. If you can\u2019t flaunt it in real life, you do so online by dressing your avatar in new skins, clothing, and accessories from various brands. What\u2019s more, these fashion brands would also be able to reach out to a much younger audience, a group that is relatively harder to get to.\u00a0But before we get into the subject itself, let\u2019s have a look at the numbers. According to research firm Newzoo, the online gaming industry generated approximately US$138.7 billion in sales last year, and is most likely to rake in US$159.3 billion this year \u2014 that\u2019s about a 10% growth! And by next year, this is likely to exceed US$180 billion. Now here\u2019s something more interesting. If you were expecting teen boys to constitute the bulk of mobile game users, you\u2019re sorely mistaken. Because 63 per cent of them are women. That\u2019s right. And according to a marketing report by Liftoff, female gamers are 79 per cent more likely to make an in-app purchase than their male counterparts. A research from Mindshare has also shown that over half of esports fans are millennials, a generation that is reaching their prime spending years. So whether it\u2019s a small in-game purchase or for the whole gaming experience, the esports industry has definitely proven to be a viable avenue for fashion brands to get to potential customers, and convert them into loyal clients.In all honesty, you would probably have seen this coming. Some 20 years ago, fashion brands were already making their foray into the gaming industry, and exploring this territory by venturing into games like \u2018The Sims\u2019. Or just like how Moschino and Diesel opened virtual boutiques in \u2018Second life\u2019 in the early 2000s.Louis Vuitton recently entered a partnership with US-based developer Riot Games, the business behind the famous \u2018League of Legends\u2019 online championship which saw 100 million global e-spectators watch its finale last November. All it took for the French fashion house to ensure maximum visibility was for its Creative Director, Nicolas Ghesqui\u00e8re, to design an outfit for one of the characters in the game during the finale.And most recently, on March 20 in the midst of the coronavirus pandemic, Japan\u2019s Nintendo launched \u2018Animal Crossing: New Horizons\u2019, a social simulation game that invites its players to control digital avatars live on paradise islands and indulge in various sorts of peaceful activities including gardening, DIY, fishing, and even having picnics with neighbours. In just a span of a few weeks, it sold over 10 million units and became the star game of the lockdown.With increased possibilities for customisation and dressing up your avatar, it certainly didn\u2019t take much to lure fashion brands to Animal Crossing. It\u2019s in-game \u2018Pro Designs\u2019 function allows users to make their own outfits by reproducing the trendiest pieces from brands like Prada, Gucci, Chanel, Dior, and even streetwear labels like St\u00fcssy and Supreme.This surge in creativity spilled over to social media, with players creating dedicated profiles just to share their outfits. One such example that capitalised on this want for fashion-savvy avatars is Nook Street Market, recreating looks from luxury labels like Chanel, Off-White, Vivienne Westwood, and Fendi. This buzz prompted brands including Valentino, Marc Jacobs, and many others to offer their own designs to Animal Crossing players \u2014 offering them the ability to access virtual clothing and accessories for free via special codes which can be obtained from Instagram stories.And it doesn\u2019t really matter that the in-game outfits are simplified, and without details. Perhaps what\u2019s fascinating is how these luxury labels are still able to command desirability even in the virtual world, making the gaming industry a viable way for brands to reach out to a new clientele, and even strengthen relationships with their pre-existing fans.In recent years, designer labels like Burberry and Gucci have even created their own games. Similarly, Italy\u2019s LUISAVIAROMA has also just launched the \u2018Mod4\u2019 application, which gamifies the shopping experience. \u2018Client players\u2019 are invited to create their own avatar, browse items offered by the store, and take part in contests with other players.Perhaps this is part of the new normal, an increasingly virtual world that has forced fashion to switch from e-commerce, digital showrooms, and even online fashion weeks, to the gaming industry, a new territory with immense potential for its businesses to diversify."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"International","item":"https:\/\/thehomeground.asia\/international\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"Luxury Fashion Brands Get Into Gaming And Play It Right","item":"https:\/\/thehomeground.asia\/international\/luxury-fashion-brands-get-into-gaming-and-play-it-right\/#breadcrumbitem"}]}]