Global – Expanding its efforts to connect with global eSports fans, Gucci has collaborated with gaming organisation 100 Thieves on a co-branded capsule collection. The first in a series of ongoing drops is a 200-piece, limited-edition range of backpacks, which feature both the Gucci monogram and the 100 Thieves logo. Practical elements like multiple straps and cargo pockets also allow wearers to carry controllers, mice and headphones.
Having worked directly with the team at 100 Thieves – and included gaming personalities in its supporting campaign – Gucci is targeting eSports fans in a way that reflects their needs and interests. The collaboration 'draws on the shared values of freedom and self-expression,’ says Gucci. This co-branded capsule collection therefore allows the luxury brand to create innovative gaming garments that go beyond superficial branding.
As the worlds of fashion and gaming continue to collide, brands are reaching consumers both in-game and offline. To respond to this growing demand, we can expect to see more branded product innovations that consider the practical and physiological needs of gamers.
Brands seeking to attract interest from groups such as gamers should work with industry experts to ensure their products – as well as associated communications and services – are aligning with true demands.