How Fashion Houses Use NFT and Video Games to Promote their Luxury Brands
NFT and video games are increasingly attracting the attention of luxury brands. Companies like Louis Vuitton and Burberry produce small mobile titles, create virtual characters and sell digital clothing. The Business Insider edition told about the latest developments in this market.Burberry
Last week, Burberry announced a collaboration with the online game Blankos Block Party.
Earlier, its creators Mythical Games raised $ 75 million for the development of playable NFTs.
The project will feature a virtual character Sharky B with Burberry symbols. From August 11, players will be able to purchase it in the form of a non-interchangeable token. As part of the collaboration, the fashion house will also present a number of other NFT accessories, including flip-flops, armbands and a jetpack. They can be exchanged and traded inside the Blankos Block Party.Burberry Marketing Director Rod Manley noted that the company seeks to expand its business through experimentation and interaction with users in new places for itself. He called video games a “unique space” through which you can tell users about new things and promote brand values.
Sharky B Character for Blankos Block PartyLouis Vuitton
On August 3, Louis Vuitton released the Louis mobile NFT game:
The Game, dedicated to the 200th anniversary of the birth of the founder of the brand. In it, the main character, the symbol of the fashion house Vivienne, travels through a fantasy world on her way to Paris and her dream.
In the game, users will be able to get 30 free NFTs, 10 of which were created by Beeple. This is a well-known digital artist whose painting was auctioned for $69 million in March. This is not the first game in the history of Louis Vuitton. In 2019, the company released an 8-bit runner in honor of the release of the new collection. It can still be played on the brand’s website.
Louis: The GameActions of other companies in the games and NFT market
In April, Vogue Business reported that Gucci plans to release its own NFTs soon.
A number of other luxury brands also spoke about their intention to present their own digital items.
Fashion houses are far from innovators in this field, where there are already a number of fairly experienced players. One of them is The Fabricant brand, which completely specializes in digital clothing. Back in 2019, the company sold a virtual dress in the form of an NFT for $ 9.5 thousand.
Iridescence dress by The FabricantRecall that in May, a special “Gucci Garden” also appeared in Roblox.
This is a virtual exhibition dedicated to the 100th anniversary of the brand. Thus, the company intends to create its own digital metaverse (you can read more about this phenomenon here).
In the same month, Inditex, which owns the Zara and Pull&Bear brands, announced new ways to attract customers. It was also about creating your own mobile games. Hasbro, which owns the Magic: The Gathering and Dungeons & Dragons franchises, has previously reported on the promotion of its products with the help of NFT.