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Campaigns Editor's pick Retail technology

5 brands using gamification to drive shopping

Nike Reactland

The global gaming market is experiencing rapid growth, with an estimated valuation of $180bn expected by 2021, according to Newzoo. 

It is currently dominated by titles such as Fortnite, a free multiplayer game with 250 million users and $2.5m in daily revenue. Streaming platform Twitch, which accounts for 54% of gaming video content revenue, has also been highly successful due to its interactive network of both players and spectators. 

Though relatively limited, fashion brands and retailers have been experimenting through collaborations or campaigns that nod to such popular references. Louis Vuitton had a campaign featuring Final Fantasy XIII’s character, Lightning, as the new face of its SS16 collection for instance. More recently, Moschino launched a new collection with Sims, featuring garments with Sims motifs. A virtual hoodie was also released so players could dress their avatars in designer clothing in the game itself. 

What’s becoming more interesting however, is the number of brands turning to “gamification” rather. This refers to “the integration of game mechanics into an internal business process, website, or marketing campaign”. It’s a market that was valued at $6.8bn in 2018 and is estimated to rise to $40bn by 2024, according to market research firm Reportlinker. 

Its growth has been driven by increased demand for new customer experiences, as well as broader access to smartphone devices. And its success has meant brands and retailers are increasingly jumping in on the action in a bid to use ‘play’ as a way to encourage shopping. 

From driving discovery and engagement, to building brand advocacy and loyalty, here are five examples of those using gamification as part of the shopping journey. 

Kenzo: Building exclusivity through gaming

Kenzo Shopping League game
Kenzo Shopping League game

French luxury brand Kenzo launched a gamified e-shopping experience last year to promote the release of its new Sonic sneaker. Restricted to just a limited number of players, the aim of the initiative was to highlight the exclusiveness of the product. Getting a turn at playing was not only difficult in the first instance, but once in the game, users had to virtually defeat other opponents in an effort to then get access to buy one of the 100 exclusive pairs of sneakers. The campaign challenged consumers and added excitement to the shopping journey for those lucky enough to even get the chance to hit the purchase stage. 

Nike: Enabling user-testing through role play

Nike Reactland game
Nike Reactland game

Nike released a virtual environment called Reactland in Shanghai last year for the launch of its ‘React’ shoe. The game allowed users to test the shoe’s new sole cushioning technology in a unique digital environment. Customers could wear the shoes and run on a treadmill that was connected to a digital character on screen. This enabled them to thoroughly test the product’s durability by virtually climbing buildings and running through simulated streets. The game fueled consumer confidence in the product, leading to 48% of the players purchasing it.

Coca-Cola: Driving sales via virtual incentives

Coca-Cola incentive game
Coca-Cola incentive game

Coca-Cola created a supermarket game in Beijing and Singapore to catch consumers’ attention at the point of purchase in-store. Shoppers could connect to their mobile to the drag-and-shoot game, which involved successfully throwing virtual ice cubes into a glass of coke. Successful completion of the game resulted in prizes such as Coca-Cola discounts or loyalty points. The brand successfully targeted consumers at the moment of intent, and influenced them to pick Coca-Cola over competitors. 

Repeller: Bringing play to e-commerce

Repeller 'Play' website
Repeller ‘Play’ website

Popular fashion blog, Man Repeller, recently launched a new e-commerce website called ‘Repeller’, which utilizes gamification in order to enable consumers to shop in a discoverable way. The website is divided into two sections: a normal shopping site and a play side. The play side is an amalgamation of aesthetic imagery and quirky videos, reminiscent of video gaming user interfaces, but this time embedded with directly shoppable products, including handbags, earrings and sunglasses. The somewhat wacky website is being pushed as an opportunity to drive discovery and encourage users to spend more dwell time on the site.

Lancôme: Pushing awareness through scavenger hunts

Lancôme pop-up store
Lancôme pop-up store

Beauty brand Lancôme teamed up with Alibaba to create an augmented reality game in Hong Kong, along with a pop-up store, to celebrate Chinese New Year this year. The app featured an AR scavenger hunt where consumers could win limited edition products and gifts by finding and scanning Lancome’s signature beauty product, Genifiques. If they captured three pictures on the hunt, they were then able to wish for any Lancôme product they desired through the app, and be in with a chance of winning it. The game successfully drove awareness of the brand through consumer generated content and brought excitement during a key time of year in the region.

How are you thinking about retail innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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product social media

Moschino and The Sims team up for digitally-inspired collection

Moschino has teamed up with video game The Sims on an exclusive collection inspired by the iconic game’s avatar-based universe.

“I love the idea of being able to imagine, design and bring to life a world of individual personas with The Sims universe,” says Moschino’s creative director, Jeremy Scott. “That concept emulates what I get to do for each collection at Moschino as I create a fantasy universe of spectacular storylines and characters.”

The Moschino x The Sims collection, which will hit Moschino stores and Moschino.com tomorrow (April 13), features a limited run of eight ready-to-wear items and accessories such as sweatshirts and phone covers. The line will also be unveiled at Coachella Valley Music and Arts Festival taking place in California this weekend while one piece, a Freezer Bunny hoodie, will also be launched in digital form and exist within a number of The Sims games.

To promote the collaboration, Moschino has released a lookbook where real models are stylised to look like avatars, while standing in virtual environments reminiscent of the game.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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business Campaigns digital snippets e-commerce Events mobile product Retail social media sustainability technology Uncategorized

ICYMI: beauty tech takes over CES, UK retail’s year of doom, the fake influencer problem

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • The future of beauty is on display at CES [CNN]
  • UK retail sales suffer worst year in more than a decade [BoF]
  • Fake influencers cost brands more than 200 million dollars [Fashion United]
TECHNOLOGY
  • IBM unveils its first commercial quantum computer [TechCrunch]
  • Amazon sets up virtual furniture showroom online [RetailDive]
  • Baidu announces Apollo Enterprise, its new platform for mass-produced autonomous vehicles [TechCrunch]
  • Here’s everything Google announced at CES 2019 [TechCrunch]
  • Bell’s hybrid-electric flying car will be available via Uber by the ‘mid-2020s’ [The Verge]
SUSTAINABILITY & PURPOSE
  • Boohoo faux fur jumper found to contain real fur [Fashion United]
  • Survey finds ‘conscious consumerism’ a top priority for Gen Z shoppers [WWD]
  • Asos and PVH Corp. join Global Fashion Agenda as strategic partners [Fashion Network]
  • NHL, Adidas to create sustainable jerseys for All-Star Game [WWD]
  • Los Angeles is hosting the very first Vegan Fashion Week [Dazed]
  • Bangladesh strikes: thousands of garment workers clash with police over poor pay [The Guardian]
  • Reusing, upcycling and innovation to be integral at the upcoming Circular Fashion Games [WWD]
RETAIL & E-COMMERCE
  • Outlet malls seize WeChat to bring online traffic offline [Jing Daily]
  • Microsoft and Kroger to create data-driven connected grocery stores [Venture Beat]
  • Calvin Klein to rebrand 205W39NYC line, close Madison Avenue store [Fashionista]
  • The sweater you don’t like is a trillion-dollar problem for retailers. These companies want to fix it [CNBC]
MARKETING & SOCIAL MEDIA
  • Lululemon’s next target is mindfulness for men [Quartz]
  • Novak Djokovic takes time out to meet his greatest opponent, thanks to SEIKO [PR Newswire]
PRODUCT
  • Neutrogena unveils personalized, 3-D-printed sheet masks at CES [WWD]
  • L’Oréal’s newest prototype detects wearers’ skin pH levels [The Verge]
  • Simplehuman looks to upgrade beauty accessories business with CES launch [WWD]
  • Nike stretches into Lululemon’s space with 1st yoga line [RetailDive]
  • Goop alumni launch the “Sephora of CBD” to target the cannabis curious [FastCompany]
  • The North Face debuts new outerwear technology [Fashion United]
BUSINESS
  • CFDA report highlights what it will take to achieve a truly diverse and inclusive fashion [W24]
  • These latina Avon sellers have dominated a beauty company modeled on white womanhood [Buzzfeed]
  • Tommy Hilfiger and Zendaya to show at Paris Fashion Week [Fashionista]
  • L’Occitane acquires Elemis for $900 million, eyes Asia expansion [WWD]
  • 38 percent of fashion and beauty brands plan to launch collaborations in 2019 [Fashion United]
  • Moschino has a code word for black shoppers, according to damning new lawsuit [The Fashion Law]
  • Dior switches Paris catwalk date to avoid ‘yellow vest’ protests [Reuters]
  • Debenhams rescue plan could involve closure of more than half of its stores [The Industry]
  • HSBC predicts luxury market to slow down in 2019 [Fashion United]
CULTURE
  • Gucci Garden opens exhibition dedicated to reflections on masculinity [WWD]
  • Miuccia Prada’s take on freedom of speech, cultural appropriation [WWD]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

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business Campaigns digital snippets e-commerce product Retail social media Startups sustainability technology

ICYMI: H&M x Moschino’s AR launch, Walmart’s tech transformation, Massive Attack’s DNA album

H&M X Moschino
H&M X Moschino AR experience

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • H&M creates augmented reality experience for Moschino collab [WWD]
  • Walmart doubles down on its transformation into a technology company [Forbes]
  • Massive Attack are releasing an album in a new format: DNA [WIRED]
TECHNOLOGY
  • Smart speaker adoption has nearly doubled in a year [RetailDive]
  • DTC hair-color brand Madison Reed is launching virtual try-on features [Glossy]
  • Google Lens comes to Google Images for searching – and shopping [TechCrunch]
  • Facebook confirms it’s building augmented reality glasses [TechCrunch]
SUSTAINABILITY & PURPOSE
  • How Ikea and HP want to help keep plastic out of the ocean: make stuff from it [FastCompany]
  • PrimaLoft unveils its first fully recycled, biodegradable fiber [WWD]
  • Coach becomes the latest luxury house to ditch real fur [The Industry]
  • Guess takes its wardrobe recycling program with I:CO nationwide [FashionUnited]
RETAIL & E-COMMERCE
  • ‘Retailers have to be ready for it’: visual search sits on the brink of a breakthrough [Digiday]
  • Retailers flummoxed about how to handle ‘serial returners’ [RetailDive]
  • Target clears 250K square feet of space for toy experiences [RetailDive]
  • The secrets to Selfridges’ success [BoF]
MARKETING & SOCIAL MEDIA
  • You can now book travel by taking an Instagram screenshot [Quartzy]
PRODUCT
  • Virgil Abloh’s Louis Vuitton is giving away club night T-shirts [Highsnobiety]
BUSINESS
  • Future-proofing the Ermenegildo Zegna Group [BoF]
  • Debenhams makes record annual loss and plans up to 50 store closures [BBC]
  • Richemont, Alibaba join forces on retail platform for China [BoF]
CULTURE
  • At Sephoria, everyone got to be an influencer [Fashionista]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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e-commerce Editor's pick

Jeremy Scott’s missed opportunity in ‘unshoppable’ Katy Perry Super Bowl XLIX collection

KatyPerry_sharks

One of the great add-ons to Katy Perry’s performance during last night’s Super Bowl was the fact limited edition merchandise was instantly made shoppable to those viewing via Twitter, YouTube, Shazam and connected TV devices from Samsung, LG and Roku.

According to Variety, the deal was established between Universal Music Group and halftime show sponsor Pepsi. It was powered by San Francisco-based interactive commerce provider Delivery Agent, with Visa as the exclusive payment service.

When the star hit the field kitted out head-to-toe in Jeremy Scott, you’d be forgiven for thinking this great shoppable integration was about to involve him too. I certainly did.

Head over to Forbes for insight into why Scott not being involved (especially given his experience producing Moschino collections immediately made available for purchase) was a huge missed opportunity.

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digital snippets e-commerce social media Startups

Digital snippets: Burberry, Calvin Klein, Moschino, Saks, M&S, Primark

A round-up of all the latest stories surrounding fashion and tech…

 

  • Burberry reveals ‘digital innovation’ partnership with WeChat to strengthen social presence in China [The Drum]
  • Calvin Klein asks fans to snap selfies in their skivvies for #MyCalvins campaign [BrandChannel]
  • Fast-fashion: Moschino offers fans the ability to shop its McDonald’s-themed show live [Dazed Digital]
  • Saks recreates in-store beauty tutorials with six-second videos on Vine [LuxuryDaily]
  • Marks & Spencer launches new website to replace Amazon platform, after three years in the making [The Telegraph]
  • How Primark achieved 1.7m Facebook Likes in just six months [Econsultancy]
  • Former GQ editor Lauren Bans comes out as @CondeElevator Tweeter [Fashionista]
  • New privacy website lets you opt out of tracking in retail stores [AdAge]
  • Ebay buys virtual fitting room start-up PhiSix Fashion Labs [PC Mag]
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digital snippets Uncategorized

Digital snippets: Lagerfeld, Moschino, Dolce & Gabbana, ASOS Marketplace, Fab.com

Happy new year all! Here’s a handful of some good fashion and digital stories you may have missed over the festive period:

  • Karl Lagerfeld creates app for new Net-a-Porter collection, users able to “Karlify” themselves [iTunes]
  • Moschino launches Facebook photo app to engage with fans worldwide [PSFK]
  • Dolce & Gabbana builds loyalty through fan-curated music video contest [LuxuryDaily]
  • ASOS Marketplace sales grow 690% in a year [NewMediaAge]
  • Tour the funky headquarters of the world’s fastest growing startup, Fab.com [BusinessInsider]

Lots more to follow soon…