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Entering Virtual Worlds

Virtual worlds, like virtual gaming worlds, will not only be places for brands to explore, but they will also be birthplaces for brands similar to how brands today are born out of social media platforms like Instagram and TikTok, such as Matilda Djerf’s Djerf Avenue, and Xenia’s Attire The Studio.

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However, authenticity is key when participating in virtual worlds and creating digital fashion. Superficially participating will negatively impact both the physical and virtual domains. Partnering early and closely with the gaming industry will help brands enter the new domain and build communities. Building relationships with gamers and viewing them as influencers will also aid brands to authentically engage those audiences and build a community. 

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The two-step flow theory and related research supports the idea that interpersonal relationships and communication more strongly impact perceptions and opinions. Fashion brands repeatedly form relationships with social media influencers via Instagram and TikTok, but the gaming industry remains a relatively untapped market regarding the use of influencers and their relationships.

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