Whether someone is buying the latest Madden NFL release or a Balmain coat, that person has high expectations for both the product and the buying experience. Brands can learn valuable lessons from studying how the best brands in each of those industries create memorable experiences for their customers.
Both Create Immersive Experiences
Video games offer some of the most immersive experiences available. Luxury fashion brands are not far behind. Leveraging technology that has been developed in part by the gaming industry, luxury brands can create immersive shopping experiences for their customers.
Both Must Honour Their Customers’ High Expectations
Both the luxury fashion and gaming industries excel at creating memorable shopping experiences for customers. Customers in both industries expect:
- to be able to preorder new items easily
- a smooth backorder process if an item is sold out
- that their purchases will arrive in mint condition
- to see immersive world-building and storytelling on brand websites
- to be rewarded for their fandom and brand loyalty
“To meet their expectations, reliable SSO and guest checkout options, a network that can withstand high volume traffic, detailed product information and many high-quality pictures (360 view image) are an absolute must,” says Hitoshi Saito, account manager at ESW. “Being able to manage white-glove fulfilment and worry free shipping ticks off the remaining boxes on any super fan’s list.
What Brands Can Learn From the Luxury and Gaming Industry
Video games may be an entirely different industry, and luxury fashion brands may seem like they are operating in another league, but that should not stop non-luxury fashion brands learning from them.
Craft a Brand Story
Luxury brands are famously good at crafting a compelling brand story. Even occasional customers of these brands know when they were founded and by whom. Video games are equally good at telling stories.
“[Video games are] part modern art, part experiential storytelling, and just part immersive entertainment,” writes Jason Hellerman. “They have to be engaged actively. You find purpose in finding something meaningful within them.”
Strong storytelling engages retail audiences as well. When a brand clearly communicates its authentic story, it attracts customers and gives them a reason to connect and find purpose. “Think of your brand vision as your legacy. When your brand is no longer around, what will it leave behind? How will people remember it?” writes Christoph Trappe. “When outlining your brand vision, don’t be afraid to dream big! Show your audience you want to change the world for the better.”
Keep Customers Coming Back
Mobile games are exceptionally good at getting users to return to their games day after day. They do so often by rewarding customers with in-game prizes, the ability to share daily progress or scores and other incentives that do not cost gaming companies money, but are meaningful to the player.
Brands can create similarly engaging experiences by personalising the shopping experience. Such personalisation includes greeting customers by name both onsite and in marketing emails as well as running intent-based marketing campaigns.
Technology Trailblazing in Luxury
Many luxury brands are already taking a nod from the gaming industry, using similar techniques to get a leg up on the competition, bring in new buyers, and increase customer loyalty.
Earlier this year, Gucci announced a new pilot program, in which many of its stores would start accepting cryptocurrency. These stores now accept more than 10 forms of crypto, including Ethereum, Bitcoin, Shiba Inu, and more.
“Gucci is always looking to embrace new technologies when they can provide an enhanced experience for our customers,” said Gucci president Marco Bizzarri. “Now that we are able to integrate cryptocurrencies within our payment system, it is a natural evolution for those customers who would like to have this option available to them.”
Gucci is also pioneering the trend of luxury brand NFT projects, starting in May 2021 with the auction of its Aria film. A number of luxury brands have followed suit, including Dolce & Gabbana, Louis Vuitton and Balmain.
But perhaps the ultimate move for tech-forward luxury brands is to collaborate with video games themselves. Marc Jacobs and Valentino have dabbled with the strategy by creating high-fashion outfits for Animal Crossing, while Burberry has created games like B Surf. Likewise, Balmain joined forces with Pokemon for an exclusive Pokemon UNITE app, and Prada collaborated with Ubisoft to create clothes for Riders Republic.
Leverage Technology with ESW
ESW can help you accelerate growth with ease and speed, within your country and across the globe. From data security to fraud protection and more, we have the asset-light solutions to create localised, direct consumer relationships across markets. Contact us today to see why ESW is the leader in global commerce.
