As the race to create the first full-fledged metaverse heats up, companies the world over are starting to explore the concept and the role they can play in shaping it. In this vein, iconic fashion brand Balenciaga has recently announced a unique merchandising collaboration with Fortnite, introducing first-of-its-kind branded items for players to buy and equip their characters in-game, alongside the launch of a Fortnite-themed clothing line in real life as well – the age of fashion in metaverse has truly begun with this move.
The ambit of the collaboration goes beyond just merchandising; Fortnite is also set to host an in-game Balenciaga store in “creator mode”, as well as a Balenciaga world: a custom world map featuring the brand’s designs from across the years. This is not the first time Balenciaga has dabbled in gaming, nor the label’s first collaboration with Epic Games, the creator of Fortnite, Previously, the label had hosted a few fashion shows in VR, and even released their own game “Afterworld” powered by the Unreal Engine to showcase their Fall 2021 collection. However, Balenciaga’s latest foray into metaverse gaming has far more implications for the future than what meets the eye.
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Self-expression, gaming and fashion in Metaverse
Fashion is a core component of any community’s identity and values, replete with colours, materials and motifs that codify a group’s history. At the individual level, fashion choices also speak volumes about a person’s preferences, their associations, and aspirations. This innate desire to express one’s self through clothing bleeds into the digital realm of gaming as well, where a player’s in-game persona provides another avenue for defining their self as well as represent their community.
Fortnite understands this affinity for self-expression, as evidenced by the record-breaking sale of in-app cosmetic items to the tune of $5.1 billion in revenue. This number is made doubly significant by the fact that Fortnite is free to play – making a strong case for how digital avatars are more often regarded as an authentic extension of ourselves than being dismissed as a few moving pixels on a screen.
Capitalizing on this trend, Fortnite has expanded its focus from a Battle Royale-style of gaming to include a ‘creator mode’. In this mode, players can design their own worlds and tell their own stories, with the ability to share these with other players. This adds a dynamic element of roleplaying to the MMO; the move has brought in a massive tide of new players in addition to engaging old fans, with up to 50% of the total players reportedly spending a majority of their time in creator mode.
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With a highly engaged audience clamoring for more content, Balenciaga’s decision to team up with Epic Games is catering to a plugged-in generation – one that is just as keen to style themselves in-game as they are to endorse their interests in real life. This synergy is reflected by the virtual Balenciaga store in Fortnite, which is a replica of a brick-and-mortar legacy store run by the company, bringing the brand closer to a younger demographic.
Metaverse: the newest social space
As metaverse-esque games such as Roblox and Fortnite gain popularity, more and more people around the world are using these platforms to socialize. In fact, many are claiming that the metaverse is set to become the next social space, ala Facebook from the 2010s. With far more avenues to interact than just photo-sharing and text-based exchanges, the metaverse is likely to foster tighter bonds between users.
An increasing attachment to virtual avatars, in parallel, will create opportunities for companies to merchandise and market themselves in the metaverse, making customer retention a matter of holistic engagement. A rising affinity for digital assets like NFTs will spur this transformation further – what remains to be seen is how brand engagement will create authentic value for customers in the virtual space.
