How Luxury Streetwear Is Using Animal Crossing To Remain Digitally Accessible To Gen Z And Millennials
Swedish shopping app Klarna partnered with @animalcrossingfashionarchive
KLARNA
Written by Cassell Ferere originally publish on Forbes.com
Generation Z is perceived as having little disposable income and 72% of them shop with cost in mind, but they still know all the hype no matter the cost. A low-margin group in the capitalist market of high-end fashion, 50% of this consumer group is more susceptible to brands with social causes. Ironically, it seems as if Gen Z is dictating the luxury market through its vivacious digital behaviors and the most innovative style. When Gen Z is into something it can take off.
Brands have noticed the power they possess and are creating ways to stay engaged and accessible for that consumer group. The Millennial dollar doesn’t stretch too far either but between the two groups, you have the most populist spenders. Millennials have had the dollars but Generation Z still holds court for what is cool and what is hyped. Millennials and Gen Z are soon to make up 60% of the luxury market by 2026, spending about half a trillion dollars, according to a Highsnobiety study.
UNSPECIFIED - MAY 16: In this screengrab, Animal Crossing characters speak during Graduate Together: America Honors the High School Class of 2020 on May 16, 2020. (Photo by Getty Images/Getty Images for EIF & XQ)
GETTY IMAGES FOR EIF & XQ
Nintendo’s Animal Crossing: New Horizons has been flooded with a lot of high-end fashion brand designs on their digital platform since its latest installment back in March, and people are buying into the feature. Animal Crossing is a game that allows you to cultivate an island through agriculture and simple survival tactics. Though customizable features allow for skin, hair, and gender adjustments, additionally you are capable of recreating high-end streetwear designs in the clothing options window.
Gamers and fashion enthusiasts alike have been using the games customization features to recreate the notable designs from top brands and designers. Animal Crossing allowed for the recreation of designs from brands like Marc Jacob, Kirin, Sandy Liang, and Valentino. These brands have been available in the game’s digital store.
PARIS, FRANCE - JANUARY 18: A guest wears sunglasses, rings, bracelets, a black and white houndstooth coat, outside Sacai, during Paris Fashion Week - Menswear F/W Fall/Winter 2020-2021 on January 18, 2020 in Paris, France. (Photo by Edward
GETTY IMAGES
The customization options available to users are what is keeping the engagement up for high-end fashion brands. Even with access to high-end fashion in a digital space, brands are hoping to translate that to real spending.
The game itself can be addictive with its task-based objectives. Dressing up your character in the latest designs created a new platform just for outfits. Enough styling to go around among the Animal Crossing gamers, one user chose to document the digital street style with the Instagram account @animalcrossingfashionarchive which is operated by visual artist and fashion photographer Kara Chung.
Swedish shopping app Klarna partnered with @animalcrossingfashionarchive
KLARNA
Recently, the Swedish shopping app Klarna got in the game and took over in a virtual pop-up. This pop-up was in collaboration with popular DJ Micah “Noodle” Mahinay who selected 10 of her favorite streetwear pieces that were recreated by Chung’s @animalcrossingfashionarchive. A limited number of gamers were chosen to win the pieces for their Animal Crossing characters.
Tapping into a younger market has seemingly been a success for luxury fashion brands. Burberry who went head-first into digital marketing through social media topped the digital commerce list made up of 82 different brands for L2’s 2015 Fashion Digital report. In 2017, Louis Vuitton went on to hire of hype genius, Virgil Abloh and Dior hired Kim Jones both in 2018, both having recognizable streetwear aesthetics…
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