Need to Know
04 : 03 : 20

Scotland – The clothing label revealed its latest unisex collection by hacking into Grand Theft Auto (GTA).

After accessing the game, the dance music-inspired brand dressed GTA characters in digital versions of Party Chat streetwear. Its team then played the game to create its own promotional films featuring characters wearing the collection. Party Chat describes the range, the Work Force collection, as having ‘no real agenda other than to champion dance music, its wider subcultures and communities’.

As brands continue to embrace the potential of virtual fashion, they are looking to the popularity of gaming as both a way to promote garments and reach new audiences. Jamie Mcintyre, founder of Party Chat, says: ‘We cast our own character, wrote a script, set the lighting, backdrops, styling and incorporated our music.’

With consumers increasingly blurring the lines between their physical and digital identities, they are looking for brands which use Avatargeting to learn about the latest virtual apparel.

UK – Rolls-Royce Motor Cars’ exclusive members’ club will offer rare products and experiences geared towards high-net-worth individuals (HNWIs).

The club, Whispers, is for new Rolls-Royce owners. Launching in the UK, Europe, the Middle East and the US, it is a digital platform that provides the motor brand’s wealthy clients with secure, private connections to other like-minded people and business leaders – including the company’s board members.

Users will also be able to extend the holistic luxury lifestyle of Rolls-Royce ownership, with Whispers providing access to activities such as designing their own racetrack, commissioning personal portraits or a private performance from The New York Philarmonic.

According to Torsten Müller-Ötvös, CEO of Rolls-Royce: ‘Whispers offers transformative experiences, rare and desirable products, whimsical treasures and exclusive Rolls-Royce previews that are curated by Rolls-Royce and delivered directly to the fingertips of our global community.’

Through the platform, Rolls-Royce is digitising the concept of Supercar Clubs – private spaces where those investing in rare vehicles are able to socialise, immserse themselves in the arts, and enjoy unique luxury experiences.

Some 75% of luxury transactions were influenced by online channels such as social media or a brand’s website in 2019, according to the latest global luxury study published by Bain & Co for Fondazione Altagamma.

According to the report, 20–25% of luxury transactions were digitally enabled last year, with Asia still a growth engine for online luxury – ahead of Europe and the Americas.

In terms of the type of luxury goods selling online, the top category remains accessories, ahead of clothing, while beauty, jewellery and watches are also on the rise. Overall, the luxury retail sector grew by 11% in 2019 at current exchange rates, with 85% of that growth coming from same-store sales.

As we explore in our luxury vertical, the luxury market is continually innovating to meet the changing expectations and habits of affluent consumers. For more, The State of Luxury: South Korea and our soon-to-be-published The State of Luxury: Vietnam report reveal the behaviours and tastes of local consumers.