4Game

Dear Generation Z Players,

I am a third-year student at the London College of Fashion, and I am currently making research about gamification, collaborations between luxury fashion and video games, and how it affects Generation Z in Europe.

Most recently, especially during a lockdown, many luxury brands started to be more interested in games in order to keep customers interested in the brand. The market value of the gaming industry was worth around 156 billion dollars in 2020, and it is expected to grow to 267 billion dollars in 2025 (Statista, 2021). We saw Louis Vuitton putting its own game, Balenciaga collaboration with Fortnite or Christian Louboutin with Zepeto.

The Business of Fashion (2021) convinces that online business models were the most useful, and expect that digital assets such as in-game skins (outfits for the player's character) become more popular, with a result in bringing Generation Z consumers to the stores.

"In-app social commerce will play an increasingly important role in sales and marketing" (The Business of Fashion, 2021).

I hope this post is appropriate and if you wish to take a part in my research just simply fill up the survey (it should take no more than 5 minutes, easy questions) – https://docs.google.com/forms/d/e/1FAIpQLSffRJw5nXnb7O3Q36b3lVt3MqBoaXz17Jtw3KLkjTTmpXKoNg/viewform

Many thanks.