Why Luxury Brands are Courting Gamers

Trends like quiet luxury, gorpcore and unisex style are making waves in fashion, but one underrepresented demographic is turning the tide: gamers.
 
From Twitch streamers sitting front row at Gucci to Ralph Lauren bringing Fortnite’s native stompers to life, gamers are shaping up to be one of fashion’s most powerful top spenders – and luxury brands are listening.
 
“Gaming is the most exciting industry, but I think it was overlooked by a lot of people for a very long time. It’s only recently that the globe has woken up to it,” Benoit Pagotto, founder of RTFKT and avid gamer, told Jing Daily earlier this year. 
 
Growing interest in the metaverse and an uptick in global video game users has brought gamers to cultural recognition. Over the past year, brands have seized the opportunity to launch high-profile collaborations alongside some of the arena’s most prolific players.
 
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A $188 billion opportunity
 
The global gaming market is forecast to generate revenue of up to $188 billion in 2023, with one in two Gen Z consumers spending money on video games.
 
Yet, despite being one of the most lucrative entertainment sectors, luxury fashion houses have often missed the mark in acknowledging, and ultimately monetizing, this colossal consumer market.


Source: Jing Daily