That Was Then:In 2006, Nintendo launched its first fashion game for Nintendo DS called Imagine Fashion Designer New York. In this game, users digitally create clothing lines by choosing from trendy cuts, colors and patterns of outfits. After completing the outfits, users then style their models with shoes and accessories. Users can share runway shows with friends through Nintendo Wi-Fi.Around the same time that Nintendo launched Imagine Fashion Designer New York, other companies like Mattel and MGA Entertainment introduced games inspired by popular dolls like Barbie and the Bratz gang. Clearly, all these games’ concepts are simple and glitzy enough to hold the interest of their demographic (young girls), but not everyone wants to play video games made for eight-year-olds.But it’s not only young girls who hold a fascination with fashion and want to get a foot in the door.This Is Now:Have you heard of Beau Fornillos? Perhaps not, but you’ve probably seen a design of his if you shopped at H&M in 2008. Just last year, the retail giant held a Sims 2-based fashion design contest. After creating a nautical-inspired dress, the then-21-year-old Fornillos uploaded the creation to an online runway to be judged against hundreds of other designs by H&M designers. The dress was released on July 31 for a retail price of $14.90.Fornillos first became involved with H&M while playing Sims 2 – a game that’s been open to more than just brand placement. Sims 2 lets users’ avatars shop at virtual H&M stores (carrying the same items as actual H&M locations) and create virtual runway shows.But the competition doesn’t stop there. It’s only getting larger.
What’s Next? Making It Work:Project Runway has moved from NYC to LA to… Wii? Only a few weeks ago, on Oct. 9th, the announcement was made.The Weinstein Company and Atari, in conjunction with Tornado Studios, will be releasing the Project Runway video game in Spring 2010.“The opportunity for Project Runway, the quintessential fashion brand and a pop culture phenomenon, is huge in the video game segment,” said Atari CEO and President Jim Wilson, “Consumers will have the opportunity to not only exercise their creativity as an up and coming fashion designer, but also enjoy the fun of walking the runway on the Wii balance board.”Besides competing on the Wii balance board style runway, users will work with interactive clothing, hair and make-up studios, and fashion shoots, and they can even playing the role of fashion photographer.Considering Project Runway’s cult following – which has already spawned some games on Project Runway’s website – and the popularity of Wii, the Wii game should do well.But no game is more anticipated than Fashion Week. Thanks to 505 Games, IMG and Pat McGrath, the world’s biggest fashion event of the year is open to all, at least virtually. This game, slated for release in 2010, will be playable across multiple gaming consoles and the iPhone.“The time is right to bring the high fashion world of Fashion Week events to the videogame platform and we’re thrilled to be partnering with IMG to make it happen,” said Adam Kline, president of 505 Games U.S.Since the game is still in its early development stages, details are still unclear. But, once the game hits store shelves, it’ll be interesting to see who plays in their Manolos.“By combining IMG Fashion’s experience, expertise and relationships in this space with 505 Games’ abilities, I’m sure we will all soon become video game fashionistas,” said Fern Mallis, Sr. VP IMG Fashion.One thing’s for sure – fashion brands aren’t just satisfied with product placement anymore. Now fashion brands are focusing on consumer interactivity and are trying to make an impact virtually. Do you think the combination of video games and high fashion will be the next big go-to escape from reality?For more online retail marketing strategies, visit FashionablyMarketing.Me
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