Abstract
Over the years, gamification has found traction in the business world. Academic literature has described gamification as the use of game design elements to enhance non-game goods and services by increasing customer value and encouraging value-creating behaviors. Some examples of these behaviors are increased consumption, greater loyalty, engagement, and product advocacy. These goals can be achieved in particular by individuals belonging to generations Y and Z, who are at ease with the world of gaming. This chapter aims to illustrate the issue of gaming as it applies to the fashion industry and to consider specific cases of fashion brands that have invested in this innovative field.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Dropbox, accessed on 10 October 2022 from: https://blog.dropbox.com/topics/work-culture/gamification-for-marketers.
- 2.
Centrical, accessed on 10 October 2022 from: https://centrical.com/gamification-in-business/.
- 3.
Badgeville, accessed on 10 October 2022 from: https://venturebeat.com/games/badgeville-kris-duggan-interview/.
- 4.
Kara Chung x Marc Goehring—Animal Crossing Runway Show for Reference Festival, accessed on 10 October 2022 from: https://youtu.be/P0xr2zRpBZU.
References
Altagamma. (2022). Altagamma Consumer Insight 2021. https://www.bcg.com/it-it/press/17june2021-altagamma-consumer-insight-2021
Blohm, I., & Leimeister, J. M. (2013). Design of IT-based enhancing services for motivational support and behavioral change. Business & Information Systems Engineering, 5(4), 275–278. https://doi.org/10.1007/s12599-013-0273-5
Chen, Y. R. R. (2018). Strategic donor engagement on mobile social networking sites for mobile donations: A study of millennial WeChat users in China. Chinese Journal of Communication, 11(1), 26–44. https://doi.org/10.1080/17544750.2017.1357642
Crescenzi, C. (2020). Moda e videogiochi, un’accoppiata di successo. Techprincess. https://techprincess.it/fashion-gaming-binomio-di-successo
D’Antonio, V. (2020). Gamification e Fashion & Luxury: la moda si mette in gioco. This Marketers Life. https://www.thismarketerslife.it/digital/gamification-e-fashion-luxury-la-moda-si-mette-in-gioco/
De Biasi, V. (2020). La prima sfilata della storia su Animal Crossing non è soltanto un gioco. https://www.harpersbazaar.com/it/moda/storie/a32666740/sfilataanimal-crossing/
Deloitte. (2016). Engaging the workforce. Getting past once-and-done measurement surveys to achieve always-on listening and meaningful response. Deloitte Employee Engagement Perspectives. https://www2.deloitte.com/content/dam/Deloitte/us/Documents/human-capital/us-cons-engaging-the-workforce.pdf
Donatiello, L., Morotti, E., Marfia, G., & Di Vaio, S. (2018). Exploiting immersive virtual reality for fashion gamification. 2018 IEEE 29th Annual International Symposium on Personal, Indoor and Mobile Radio Communications, 17–21. https://doi.org/10.1109/PIMRC.2018.8581036
Dorio, V. (2022). Il fashion gaming è il futuro del mondo della moda. https://smartalks.it/blog/fashion-gaming/
Douglas, D. (2022). Fashion gamification. Fashinnovation. https://fashinnovation.nyc/fashion-gamification/
Eredi, V. (2020). Gucci Arcade lancia il videogioco ispirato al profumo Gucci Bloom. https://www.amica.it/2020/08/04/gucci-arcade-videogioco-ispirato-profumo-gucci-bloom/
Ferraro, M. (2020). Gaming, nuova frontiera per il fashion business. MF Fashion. https://www.mffashion.com/news/livestage/gaming-nuova-frontiera-per-il-fashion-business-202010291849374412
Florenthal, B. (2019). Young consumers’ motivational drivers of brand engagement behavior on social media sites: A synthesized U&G and TAM framework. Journal of Research in Interactive Marketing, 13(3), 351–391. https://doi.org/10.1108/JRIM-05-2018-0064
Gupta, A., & Gomathi, S. (2017). A review on gamification and its potential to motivate and engage employees and customers: Employee engagement through gamification. International Journal of Sociotechnology and Knowledge Development, 9(1), 42–52. https://doi.org/10.4018/IJSKD.2017010103
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34(1), 25–36. https://doi.org/10.1016/j.intmar.2016.03.001
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133. https://doi.org/10.1016/j.chb.2018.06.037
Insidemarketing. (2019). Gamification come strumento di marketing: strumenti, applicazioni, best practice. https://www.insidemarketing.it/gamification-come-strumento-di-marketing/
Leclercq, T., Poncin, I., & Hammedi, W. (2020). Opening the black box of gameful experience: Implications for gamification process design. Journal of Retailing and Consumer Services, 52, 1–9. https://doi.org/10.1016/j.jretconser.2019.07.007
McKinsey. (2022). Value creation in the metaverse: The real business of the virtual world. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/value-creation-in-the-metaverse
Milanesi, M., Guercini, S., & Runfola, A. (2022). Let’s play! Gamification as a marketing tool to deliver a digital luxury experience. Electronic Commerce Research, 1–17. https://doi.org/10.1007/s10660-021-09529-1
Miller, K. (2013). Hedonic customer responses to fast fashion and replicas. Journal of Fashion Marketing and Management: An International Journal, 17(2), 160–174. https://doi.org/10.1108/JFMM-10-2011-0072
Muret, D. (2019). Il lusso di fronte alla Generazione Z, smaniosa di collaborazioni e prodotti d’occasione. https://it.fashionnetwork.com/news/Il-lusso-di-fronte-alla-generazione-z-smaniosa-di-collaborazioni-e-prodotti-d-occasione,1090627.html
Ozuem, W., Ranfagni, S., Willis, M., Rovai, S., & Howell, K. (2021). Exploring customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: An actor–network theory perspective. Psychology & Marketing, 38(9), 1440–1459.
Ozuem, W., Willis, M., Howell, K., Helal, G., Ranfagni, S., & Lancaster, G. (2021). Effects of online brand communities on millennials’ brand loyalty in the fashion industry. Psychology & Marketing, 38(5), 774–793.
Ozuem, W., Willis, M., Howell, K., Lancaster, G., & Ng, R. (2021). Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective. Psychology & Marketing, 38(5), 794–818.
Philips, S. (2020). La gamification della moda. https://thred.com/it/style/the-gamification-of-fashion-continues-to-make-headway/
Poncin, I., Garnier, M., Mimoun, M. S. B., & Leclercq, T. (2017). Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technological Forecasting and Social Change, 124, 320–331. https://doi.org/10.1016/j.techfore.2017.01.025
Rodrigues, I., Lopes, J. M., Borges, A., Oliveira, J., & Oliveira, M. (2021). How can gamified applications drive engagement and brand attitude? The case of Nike Run Club application. Administrative Sciences, 11(3), 92. https://doi.org/10.3390/admsci11030092
Vashisht, D., Royne, M. B., & Sreejesh, S. (2019). What we know and need to know about the gamification of advertising: A review and synthesis of the advergame studies. European Journal of Marketing, 53(4), 607–634. https://doi.org/10.1108/ejm-01-2017-0070
Viola, F. (2020a). Kenzo Shopping League per acquisti gamification. https://www.gameifications.com/kenzo-shopping-league-per-acquisti-gamification/
Viola, F. (2020b). La moda sfila in gamification con Burberry. https://www.gameifications.com/la-moda-sfila-in-gamification-con-burberry/
Viola, F. (2020c). Instagram gamification per Fendi. https://www.gameifications.com/instagram-gamification-per-fendi/
Viola, F. (2020d). Gucci game based marketing. https://www.gameifications.com/gucci-game-based-marketing/
World Economic Forum. (2022). Gaming is booming and is expected to keep growing. This chart tells you all you need to know. https://www.weforum.org/agenda/2022/07/gaming-pandemic-lockdowns-pwc-growth/
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469. https://doi.org/10.1016/j.chb.2017.03.066
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Cedrola, E., Giovannetti, M. (2024). Fashion and Gamification. In: Ozuem, W., Ranfagni, S., Willis, M. (eds) Digital Transformation for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-35589-9_20
Download citation
DOI: https://doi.org/10.1007/978-3-031-35589-9_20
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-031-35588-2
Online ISBN: 978-3-031-35589-9
eBook Packages: Business and ManagementBusiness and Management (R0)