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With more and more fashion companies creating a greater digital presence, reports in WWD are wondering just how far fashion powerhouses are willing to go to maintain customer loyalty.

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Recently, DKNY partnered with Fashion Week Live to foster an interactive social experience for fashion insiders. The Facebook game, which launched today, allows players to create their own fashion career while collecting points to win digital DKNY clothes and apartment upgrades. DKNY’s social media personality, DKNY PR Girl, will provide players with virtual job opportunities at the company, and each time a player advances in their career, they also get an upgrade in their apartment.

“Gamification in fashion presents an enormous opportunity to communicate with and deeply engage loyal consumers,” James Gardner, founder and CEO of Create the Group tells WWD. “Fashion is itself a game after all.”

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Other companies who have taken fashion gaming to the next level include Aldo, who introduced the game “Shoe Paradise” in May, Nike, who in December introduced the interactive program “Winter’s Angry Perseverance Campaign,” and Norma Kamali, who in November debuted a 3-D website accompanied by 3-D fashion film and product pages. 

Do you think there can be possible success in fashion video games?