Fashion brands are following a very specific and calculated format with their games by focusing on low stakes exploration, adventure, and escapism, and it couldn’t align more perfectly with the way 2020 has shaped the high fashion consumer base. The pandemic forced the entire world online, leaving typical fashion followers with a hunger for excitement to replace the theatrics of physical shows. Seeing collections through the eyes of a virtual character in a uniquely curated world is a brand new concept, but it also simulates the physical experience of going to a show.
COVID-19’s takeover also left consumers yearning for open communication and transparancy from their favorite brands, as the disconnection of the world made participation more important than ever. Consumers want to be involved in everything their favorite brands are doing—after all, distance and separation are getting old—and for luxury brands, gaming is a more interactive path to exposure than an Instagram ad or a commercial.