It’s not about clinching a direct sale but building a relationship with younger customers. E-commerce brought a third of Inditex’s revenue last year and a chunk of the $3 billion it’s earmarked for new investments will go to making sure the digital boom doesn’t run out of steam.
There’s been a flurry of deals where clothing brands get to tout their wares inside
Now they’re taking their involvement a step further with games of their own to bring more traffic to websites, boost downloads of mobile apps and offer more fun ways to distribute discount codes.
Pull & Bear’s retro-style caper sees a shopper travel from California to Tokyo collecting clothes and avoiding obstacles along the way. Players control the character by turning their face. The game is accessed from Pull & Bear’s Instagram and
accounts and website.
Luxury brand Burberry Group Plc launched a surfing video game as part of its TB Summer Monogram campaign fronted by Kendall Jenner last year.
“It’s about adding that extra piece of magic to a brand so that you’re memorable in the minds of your audience,” said Tim Cooper, director of brand game maker Peek & Poke which has produced games for JD Sports Fashion Plc and online clothing retailer Boohoo Group Plc.
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