How 3D is enhancing the fashion consumer experience

Through the intersection of 3d technology, gaming, and fashion, a new hybrid culture is emerging

A new era is on the rise for the fashion industry. Accelerated by the Covid-19 pandemic, the digital transformation in the fashion industry has finally arrived once and for all.

The 3D technology applied to fashion enables a whole new universe of immersive experiences within the metaverse — a concept which describes a hybrid space merging virtual and real experiences.

This means new ways of interaction and relation with the consumers. The use of 3D assets augmented reality (AR), virtual reality (VR), applied to new platforms such as gaming, configures a new paradigm to the fashion world, which is not limited to the physical world.

From digital supermodels to skins (digital outfits and accessories in-game), from a 3D fashion show with no model to an interactive shopping experience through virtual or augmented reality, there are many potentials to be explored.

It can help to expand the brand value into new spaces and to enhance the consumer relationship. Using the 3D design, brands can create immersive and interactive experiences of trying and buying fashion.

In the last decades, gaming has become a cultural and market phenomenon (in 2021, the game industry will generate $189.3 billion in revenue, according to the Global Games Market Report by Newzoo), representing an interesting business opportunity for fashion brands.

The number of women players is increasing consistently in the last years (mainly in mobile games). And they are more likely to purchase skins and other accessories for customization, spending real money on that.

The growing popularity of gaming has been stimulated by the Millennials and Generation Z. They are used to live in a hybrid world and socialize through communities on social media. More than the passion for gaming, they share mutual tastes in literature, music, movies, and fashion included.

As fashion has always been a way to express our identity, many brands have approached these gaming communities. And many brands have been created from these communities.

A hybrid culture was born from this intersection, both virtual and real. Games like Fortnite or The Sims represents more than a form of entertainment. They are virtual worlds, and they are spaces for socializing and cultural expression. And this represents an exciting opportunity for fashion brands.

Since customization is a general market trend, particularly in fashion and gaming, this alliance between these two markets means a universe of infinite creative possibilities that may represent many business opportunities.

Both markets seem to be influenced by the same market trends and share the same challenges: to enhance and promote the customization of the user/ consumer experience. The 3d design is the fundamental key to build this fantastic hybrid world in which fashion and gaming can realize their full potential together.

Fashion, which until now has addressed manly to cinema and music, apparently has found a whole new and exciting world in gaming.

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