Analysis: What Pull&Bear’s FB gaming deal spells for fashion marketing’s future

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Zara parent company Inditex, has inked a deal with Facebook to launch an interactive AR game for its Pull&Bear brand. The brand shared the new initiative on its Facebook page asking its followers to access the game, which is currently only available via mobile on Facebook and Instagram.

This isn’t the first intersection of fast fashion and gaming we’ve seen in recent times. UNIQLO, for example, also made its way into the world of Animal Crossing creating its own bespoke “UNIQLO Island” on the Animal Crossing: New Horizons game. Upon entering UNIQLO Island, players of the Nintendo Switch popular game were able to enter a realistic UNIQLO store. In a cross-platform strategy, UNIQLO also released special content for Animal Crossing players to fully enjoy the collection in-game and the island boasted custom designs portals, which featured 21 t-shirt designs linked to its new t-shirt collection in real life.

Beyond fast fashion houses, traditional luxury fashion brands have also been experimenting with gaming to tap into the younger demographic.

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