Throughout the summer my teacher has asked us to keep up with WWD...actually it's even throughout the school year so it has become a new daily read. Today on the headlines they were discussing how a new media trend within fashion is "Social Gaming" where people can create their own careers in the fashion industry and network with other gamers. Throughout the game you are doing different jobs as you would everyday...creating lookbooks, doing photography, putting together fashion shows. You can showcase your work and work with others. How do you earn points? You are rewarded through virtual clothing for your person by different designers with actual logos on the clothes. I was discussing this with merchandisers at the office and a recent merchandiser, who worked with LVMH said that she remebered when they approached them for licensing in the game. She said the presentation was cute but they declined because in the game people actually pay for the virtual shirts for the models and they didn't think people would actually pay for virtual shirts. For instance, an IZOD polo that would normally be $30 would $1.30 on the game. Nike and Aldo have jumped on the social gaming train and who knows who will be next. The purpose is create a connection with loyal customers. Who knows within a few weeks you may look at the person next to you on the subway and their designing a lookbook for fun on their iPhone instead of playing Bejeweled.
Strugatz, Rachel. (2012, June 22). Fashion to Embrace 'Social Gaming'. Retrieved June 22, 2012 from: http://www.wwd.com/media-news/digital/fashion-to-embrace-social-gaming-5981440?module=hp-topstories
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