Michael Kors Teams With FashionVerse, a Mobile Fashion Game
FashionVerse, a mobile fashion game, has introduced a new in-game collaboration with Michael Kors.
From Wednesday through March 10, players will experience a new scene each day inspired by the life of the Michael Kors woman — going from the airport to the office to a photo shoot — and will experience styling multiple new characters along the way. Players will outfit models using real-world Michael Kors accessories and ready-to-wear items such as dresses, rompers, outerwear, handbags, footwear and sunglasses. Once all five challenges are completed, players will be rewarded with an exclusive Michael Kors digital handbag.
More from WWD
Post-pandemic Market: Winners and Losers in Commercial Real Estate
Farm Rio, Adidas Release 10-year Anniversary Collaboration Capsule
Hilfiger Ventures, game publisher Tilting Point and developer Brandible launched FashionVerse in mid-January, as reported. Since that point it has been downloaded more than 1 million times and players have created close to 5 million scenes. The game has shown high retention numbers and longer play sessions than previous generations’ fashion games (an average of 27 minutes in the game per player per day, nearly matching Instagram’s 33 minutes per user per day). Its monetization KPIs, or key performance indicators, have doubled since launch.
The game appeals to a growing number of players and an active community that celebrates body positivity, diversity and inclusivity. In the coming months, the game plans to integrate additional high-end fashion and Hollywood brands that share its values.
FashionVerse allows players to take on design challenges to create curated fashion sets, share their creations, vote on other stylists’ scenes, comment on favorite looks, win rewards and unlock new clothing styles, while discovering the latest trends from real-world fashion brands. The game uses Brandible’s proprietary game engine and AI models.
“From the start, we loved Hilfiger Ventures’ vision for FashionVerse to become a platform for global brands to create new, accessible and interactive ways to engage with their fans and customers, and having Michael Kors join as our first integration is proof that we are onto something big,” said Kevin Segalla, chief executive officer of Tilting Point. “FashionVerse collaborations enable exclusive experiences for players, marking a significant stride in the convergence of fashion and gaming.”
Hilfiger Ventures LLC is a private investment vehicle founded by Tommy Hilfiger and Joe Lamastra focused on investing in a range of businesses and opportunities relating to entertainment, media, digital content and virtual experiences.
Best of WWD
