Virtual goods have long been bought and sold in online games, and luxury fashion brands are now selling virtual items, too! In this video, we’ll explore how the digital is overlapping with the real in online communities and within styling apps where avatars are used. Watch to get a better sense of digital fashion, digital culture, and online commerce now and in the future. These slides accompany a YouTube video created on this subject, which is available here: https://youtu.be/9i9owYPOZiQ Sign up for Electric Runway's newsletter: https://bit.ly/3byrG8O Subscribe to our YouTube channel: https://bit.ly/2zgTTCH Watch my video on Augmented Reality for the Fashion Industry: https://www.youtube.com/watch?v=D1C0cuOdubY How AR and VR will impact the fashion industry: https://www.youtube.com/watch?v=j1NlS07BbwA SAY HI ON SOCIAL: Instagram: https://www.instagram.com/electric_runway/ Twitter: https://twitter.com/Electric_Runway Visit our website: https://electricrunway.com/

1. Fashion Brands &
Virtual Goods
APRIL 2020

2. Virtual Goods
THE MARKET FOR NON-
PHYSICAL OBJECTS FOR
PURCHASE IN ONLINE
COMMUNITIES & GAMES
Estimated market size for virtual
products: $15 billion ~ $50 billion
TheFabricantX
JohannaJaskowska

3. GUCCI & GENIES
• Available since late 2018, users can outfit
their avatars with 200 Gucci pieces
• In future, users will be able to purchase items
(both digital and real)
Gucci

4. Carlings
DIGITAL-ONLY STREETWEAR
COLLECTION
• Norwegian retailer Carlings sold digital-only
items for €10-30 ($12-35)
• 3D-motion designers digitally add the
garments to consumers’ images, which are
then shareable on social media

5. Roberto
Cavalli
KIM KARDASHIAN'S HOLLYWOOD
• Online game featured designs from
Balmain, Karl Lagerfeld, Judith Leiber, Spring,
Nars Cosmetics
• Used game to drive attention and traffic to
Karl Lagerfeld launch

6. Avatars
& Digital
Twins
WHAT IS A DIGITAL
TWIN?
• digital replica of a living or non-
living physical entity

8. We are the canvas

9. Symbiotic Effect
INTERACTIVE RELATIONSHIP
BETWEEN THE REAL AND DIGITAL

10. Louis Vuitton
LV X LEAGUE OF LEGENDS
• Digital skins AND IRL collection

11. Moschino
MOSCHINO X THE SIMS 4
• Digital skins AND real-life capsule collections
• Virtual items = $10/set
• Real clothes and accessories = $85 - $1,295
per piece

12. 100 Thieves
100 THIEVES X ANIMAL
CROSSING
• Released virtual versions of every item of
apparel they've ever made, downloadable
via code for Nintendo's Animal Crossing
• Items are notoriously hard to get in real life

13. COVET FASHION
• New app/fashion game
• The new "Paper dolls" (i.e. design your look)
• Items available for purchase
• Digital goods as gateway to real thing

15. Counterfeit
Culture
COPYRIGHT?
• Fan art?
• Knockoff vs. Real
• Authenticity &
representation
• Digital assets &
• identity

16. Sources & Further Reading:
• Johanna Jaskowska: https://bit.ly/2xVEfwa (Instagram Account)
• World’s First Digital Only Blockchain Clothing Sells for $9,500: https://bit.ly/3cK1jgu (Forbes)
• Moschino Pixel Print Shirt Dress: https://bit.ly/2RVbeYg (Farfetch)
• Advertising Enters the Next Dimension: https://bit.ly/2RZfqqh (8th Wall)
• Luxury Fashion Brands Get in the Game with VR and Video: https://bit.ly/2yvBAcO (Danelion
Chandelier)
• From Burberry to Louis Vuitton and beyond: Why Gaming is the Next Big Thing in High Fashion:
https://bit.ly/3bvBU9T (GQ)
• Bitmoji Goes High Fashion: Your Avatar Can Now Wear Tanya Taylor, Alexander McQueen + More:
https://bit.ly/3auYcr8 (Fashion)
• How on Earth is Trading Virtual Items in Video Games a $50 Billion Industry? https://bit.ly/3cvGsxc
(Wax.io)
• Louis Vuitton on their League of Legends Collaboration: https://bit.ly/3bx5qwa (LV)
• Monetizing the Already Whopping $50B In-Game Asset Market: https://bit.ly/2VKc6Ae (HODL
Finance)
• Digital Fashion Surges in a Sales Downturn: https://bit.ly/2Vtw2bR (Vogue Business)
• Do Brands Benefit from Being in Kim Kardashian Hollywood: https://bit.ly/34WFojp (Fashionista)

17. EMAIL ADDRESS
amanda@electricrunway.com
WEBSITE
www.electricrunway.com
LINKEDIN
https://www.linkedin.com/in/amandairl/
YOUTUBE
https://www.youtube.com/c/electricrunway?sub_confirmati
on=1
CONTACT ME