Younger brands can also gain value in the Metaverse and Gamification

The past year has seen a huge increase in the number of brands turning to gamification to reach a new customer base, as individuals are looking to high fashion to define their online personas. Established gaming platforms are offering brands access to previously untapped markets through the customisation of avatars. Many luxury brands including Burberry, Gucci and Ralph Lauren amongst others have now created virtual collections and branded content within the metaverse.

The metaverse and gamification are not only for the larger, established brands. Smaller and start-up brands are now also starting to build relationships with partners in order to step into this world and the metaverse, with one of the most successful in 2021 being Charli Cohen x Pokémon. To celebrate 25 years of Pokémon, Selfridges turned to iconic emerging label Charli Cohen, alongside immersive storytelling production house Yahoo RYOT Lab to build Electric/City. In this immersive city inspired by the fashion capitals of the world, customers can shop both physical and digital Charli Cohen garments.