Cross Border New Play: "Mobile Sen" Leads The Game To Bring Goods New Fashion.

There are rivers and lakes where there are people. There are business opportunities where there is traffic. Recently, just released a month of Nintendo game "collection!" Animal Friends Association (hereinafter referred to as "mobile Sen") has rapidly swept the social platform at home and abroad. Whether or not we have played this game, the motion from the game itself to the epitaxy of play has aroused a lot of attention and attention. In the game screenshots, virtual characters are wearing various creative luxury costumes or street signs. They can not help but let the "sensitive" luxury fashion industry see the potential and business opportunities of "cross the boundary" with the game.

Online games complement line regrets

Unlike the previous hot "miracle warming" and other women in the costume game, the special thing of moving Sen is that it provides a highly authentic and personalized experience for all types of players in costume design. This game takes the uninhabited island as the background, parallel to the real life time. Players can do daily fishing, catching insects, gardening and other daily tasks. In addition, resources can be collected to create their own homes, design characters' costumes, and highly immersive scenes so that players can have real-life experience.

David Rhee, a 26 year old American, is one of the thousands of Americans who have been laid off by the epidemic. He has been exposed to this game at home, and he has developed a new idea of digitizing his most wanted Street dress as a character appearance in addition to managing his daily life. In game terminology, it is to create new skin for roles. Rhee said in an interview with Complex: "this game is a game of simulating real life. It can do anything that we want to do. I hope I can try to wear all the clothes I want to wear. Since I can't afford a five thousand dollar Hoodie in real life, then I will do a set of games for me." In the game, Rhee designed more than 40 street corner cards for its own virtual characters, including Kanye West's Pastelle school breeze Baseball Jacket before launching the YEEZY series and several Supreme x The North Face joint names.

In fact, there are a lot of players who use the game built-in design tools to make interesting Street costumes like Rhee. Many players have used the pixel map to engrave the classic models of luxury brands such as Gucci, Fendi and Burberry, as well as the virtual appearance of classic Internet red logo with Off-White and Supreme. In real life, a big single product that has to be determined to save money can be bought freely in the game. Whether they can't grab the show money, or sell the star of the same goods, can be self-sufficient in the game. Although everything is virtual, many players say that the characters in the game wear the same skin of luxury clothes and provide the same feeling of satisfaction. Layla Halabian commented in Nylon: "this is an inspiring imaginative display. Who ever wanted to see the digital version running around in designer clothes could be as satisfying as wearing these clothes in real life? Consumerism is dead. As garment factories shut down to prevent the spread of the epidemic, the electricity supplier economy will stagnate and fashion will change rapidly.

As for people who live in the house, they also carry people's social functions. A large number of players design personalized appearance for their virtual characters. Besides satisfying their desire to try out luxury goods and tide clothes, they also want to fill the social regrets that they can't wear new clothes out. People take these DIY clothes on the social platform such as Twitter and Reddit, and let their friends ignite the desire to design fashion, thus stimulating more players' creativity and self expression desire. According to Rhee observation, no one has reselled the skin of his own design in motion. Most of the players are opening two-dimensional code design points to let others download their designs for free. He said: "those who like my design will be free to share with them in the future, and I hope everything I do can inspire more and more crazy ideas of others."

"Strategy" game virtual wardrobe

Kara, an artist who loves games Chung is also attracted by the DIY fashion in Sen. He created a Instagram social account called "AnimalCrossingFashionArchive (mobile Sen fashion archive"), which is designed to integrate gamer's clothing. AnimalCrossingFashionArchive keeps recording and recording the brand and show styles in the game, which has saved 24 thousand fans' attention in less than a month. Kara Chung told HYPEBEAST: "fashion is an armed force. When people customize their own costumes in the game, the role of the game is gradually moving closer to the identity of the real world, which is the reason why the fashion function is full of charm in the game."

The online players who are becoming larger and larger have created the real fashion influence. The popular online products have been spread to the bottom line, and the sales of the solid products have been unexpectedly promoted. Data show that Dior's functional sweater and Lssey Miyake (Issey Miyake) classic pilot jacket are coming back to the front line with the popularity of the game. Net-A-Porter, a luxury electric business in the UK, has seen this business opportunity. It collaborated with several Chinese fashion designers, including women's clothing brand Marchen, Short Sentence, men's wear brand staffonly, and the brand name Calvin Luo, which emphasizes cross sex beauty. In addition, it also provides a platform for Tmall to buy real clothes directly for players, which helps to open up the sales situation of these original Chinese designs, and at the same time, preoccupies the excellent advertising position, and increases the popularity of the brand.

The intervention of Net-A-Porter is undoubtedly a new marketing channel for the tens of millions of Chinese Millennial Generation and the "Z generation" young player flow pool in the game market, and the development of "virtual clothing sold on the first line and the sale of solid clothing under the line". Data show that as of April 1st, since its launch in March 20th, the total sales volume of mobile Sen has exceeded 2 million 600 thousand, reaching the top selling Switch game in the UK for the first time in history, ranking first in the US Amazon sales, and also attracting popularity in the Chinese market. Micro-blog has read over 270 million of the related topics of super class. There is no doubt that the brand that can adapt to the new trend and take action quickly will seize the opportunity of the market. Lawrence Schlossman, the marketing director of second-hand luxury men's consignment website Grailed, sent tween: "gather! Animal Friends Club is a new runway in the fashion industry. To be honest, during the period of self isolation of the epidemic, we would prefer to see the wonderful photos of the players.

Although the cross border cooperation between luxury brands and games is still in the experimental stage, with the further expansion of the cooperation channels between the game platform and fashion brands, the fashion demand of game customers is being exploited. It is foreseeable that the vast blue ocean hidden behind the virtual world and fashion apparel will also emerge.

?