The Outside View: Wake Up to the Ways of Gaming

With estimated global revenue of $159 billion this year and an audience of 2.7 billion worldwide, gaming is now as viable and lucrative as any emerging market or region in the world. Yet the fashion industry is still struggling to gain any traction in it.  The main reason is that while consumers are increasingly living in digital and virtual worlds, fashion continues to hold on to the 19th-century world of “high fashion.” The industry is still largely based on the old model of a designer presenting definitive, seasonal runway collections: one-way channels of communication that dictate to people what to wear, and how to wear it.  This is preventing the industry from fully exploiting opportunities within gamification because the world of gaming demands the complete opposite. It is a space where consumers seek to be immersed in new, interactive worlds. A space where they’re not watching shows, but participating in and co-creating them. The need to produce a season, a singular direction that everyone should wear, is replaced with the necessity of adapting and responding to the cultural context of the moment — and to let consumers be a part of this journey. The shift is symptomatic of the increasingly organic, interactive

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