In these times of confinement, people are turning to virtual worlds for escape and entertainment. Net-à-Porter, the popular e-retailer, has unveiled its very own luxury island within the best-selling game Animal Crossing: New Horizons. This digital space, called Net-à-Porter Island, aims to recreate the ambiance of a four-star resort, complete with soft sand, palm trees, and translucent waters.
Net-à-Porter Island offers various activities to immerse players in a virtual vacation experience. Players can enjoy yoga sessions, visit a café, relax at the spa, and even go on excursions. But the highlight of the island is the shopping experience. Players can visit the Able Sisters boutique, where designer Isabel Marant has collaborated to digitally recreate five outfits inspired by her Winter 2020/2021 collection. This collaboration marks the first time Marant has ventured into the world of gaming, and she expresses her excitement to be a part of this unique project.
The Net-à-Porter Island in Animal Crossing allows players to explore and shop for fashionable clothing items that mirror the Marant capsule available on the Net-à-Porter website. This offers players the opportunity to dress their avatars in the latest fashion trends, creating a fashion-forward gaming experience.
Animal Crossing: New Horizons has become a hotspot for brands and luxury houses looking to integrate gamification into their marketing strategies. Fashion brands such as Valentino and Marc Jacobs, as well as beauty brands like Givenchy Beauty and Shiseido, have recently joined the game. Animal Crossing has been a massive success, selling over 22.40 million copies between its launch in March and the end of June. The game’s popularity was boosted by the lockdown measures earlier this year, as people turned to video games for entertainment.
By investing in the gaming universe, brands aim to connect with new generations of consumers and familiarize themselves with their aesthetics and products. Young consumers are increasingly choosing to connect with brands and each other in digital environments, such as online games, where they can share a common experience. This trend opens up new possibilities for interactive scenarios and business models, including the monetization of virtual looks.
Net-à-Porter Island in Animal Crossing can be accessed via the Dream Suite code DA 9835 1060 5257. This collaboration between Net-à-Porter and Animal Crossing showcases the growing influence of gaming in the fashion and luxury industry, as well as the potential for brands to connect with consumers in new and innovative ways.
Useful links:
– Net-à-Porter Website
– Animal Crossing: New Horizons Website
