GAMING CONCEPTS + NON-GAME CONTEXT = GAMIFICATION
Gamification in the non-game context of Fashion
How is your field using "gamification" and/or virtual and augmented reality to enhance performance in that field?
Using game mechanics and game design techniques in non-game contexts are the key components that make up gamification (Wikipedia, 2012). Technology and gaming implementations enhance the performance and therefore increase profit within many fields. A company, business or person is able to take advantage of a consumer’s psychological predisposition and encourage behaviours of adoption or engagement (Wikipedia, 2012).
SF Fashtech (2012) agrees that “gamification is one of the big drivers for innovation and engagement this year” and insists that the fashion industry is a field that will not be left behind. As always the fashion industry will stay on-trend, in this case with technology by embracing new forms of gamification. However, it is important to note that in the fashion industry it pays to be ahead of the trend. The use of gaming and gamification within the fashion industry is not a new development as online fashion communities like “Chictopia and Lookbook.nu have been using reward systems since they launched back in 2008” (SFFT, 2012). These game design techniques have been embraced by Chictopia especially. Their users are able to earn ‘Chic’ points by “commenting on or posting photos, writing articles, and other activities” (SFFT, 2012). These points can then be redeemed for actual goods therefore enhancing performance by building loyalty and reputation.
Gamification techniques are also being used by location-based services such as Foursquare. Successful fashion designer, Marc Jacobs, not only embraced technology by digitally streaming his runway shows, he also employed Foursquare location service to create the “Fashion Victim” badge (Mashable, 2012). This badge enabled Fashion Week goers to ‘check-in’ at any of the Marc Jacobs stores within America. Four lucky people were then randomly chosen out of those who ‘unlocked’ the badge by checking in and were then given tickets to see the Marc Jacobs show at Fashion Week. This example of the fashion industry utilizing the benefits of gamification cements the need and place for technology to improve performance within fashion.
The games industry is growing rapidly, resulting in its forefront position in many of the most significant new media innovations (Flew, 2008). The fashion industry is constantly using and developing new gamification tools to enhance performance, sales, experience, fan bases and usage.
For example, 3D scanners, interactive mirrors and holographic sales assitants may not be what one first thinks of in relation to shopping but this is precisely the way in which gamification is infiltrating all aspects of the fashion industry. These techniques are enhancing the fields performance by making the experience of “shopping more enticing and inviting” (Forbes, 2008). Retail stores are installing these interactive fitting rooms to give “customers the opportunity to check available sizes and styles of the items they are trying from inside the fitting room” (Forbes, 2012).
Below is an example of the virtual change room to launch soon at Robina Town Centre (YouTube, 2012).
As well as interactive mirror in change rooms, gamification calls shoppers to wear 3D glasses to view window displays. Australian womens wear store, Sportsgirl, are using 3D displays created by British artist Mat Maitland to attract more consumers to visit stores rather than purchase their goods online (Safe, 2012). Sportsgirl chief executive, Elle Roseby, says “in a challenging retail environment, we are communicating with customers on the go while at the same time delivering a fun and interactive experience” (Safe, 2012).
According to Wikipedia (2012) a ‘virtual reality’ is a “term that applies to computer simulated environments that can simulate physical prescence in places in the real world, as well as in imaginary worlds”. This ‘virtuality’ of a communication connection between people without an actual physical prescence in the space is highlighted through Sportsgirl’s interactive mirrors. Sportsgirl enables their customer to “take a photograph of themselves in their potential new outfit using a reflective digital mirror in the change room, then use the mirror's touchscreen to share the photograph on their own Facebook or Twitter page for feedback from their friends” (Safe, 2012). This use of social media alongside gamification is an example the way marketers are incorporating gamification for customer engagement and to encouraging desirable behaviour (Wikipedia, 2012).
The importance of partnerships between the fashion industry, brands and the tool of gamification is paramount to “drive engagement, buss, and sales (SFFT, 2012). By using gamification alongside virtual reality in the form of technology, the field of fashion and its performance will forever be enhanced. Enter the gamified world of interactive change rooms and 3D window displays and never look back!
References:
Flew, T. (2008). New Media: An Introduction. South Melbourne, Victoria: Oxford University Press. http://terryflew.com/
Forbes. (2008). Dressing Rooms Of The Future. Forbes.com. Retrieved November 14th, from http://www.forbes.com/2008/07/22/style-shopping-retailer-forbeslife-cx_jp_0722style.html
Foursquare. (2012). Foursquare. Find great places near you. Retrieved November 14th, from https://foursquare.com/
Mashable. (2012). How the Fashion Industry Uses Location-based Marketing. Mashable Social Media. Retrieved November 14th, from http://mashable.com/2010/03/22/fashion-location-based/
Safe, G. (2012). Retail’s next dimension demands attention. The Sydney Morning Herald. Retrieved November 14th, from http://www.smh.com.au/technology/technology-news/retails-next-dimension-demands-attention-20120706-21m98.html
SFFT. (2012). Level Up! Gamification and the Fashion Industry. SF Fashtech. Retrieved November 14th, 2012, from http://www.sffashtech.com/2012/01/31/level-up-gamification-and-the-fashion-industry/
Wikipedia. (2012). Gamification. Wikipedia: The Free Encyclopedia. Retrieved November 14th, 2012, from http://en.wikipedia.org/wiki/Gamification
Wikipedia. (2012). Virtual Reality. Wikipedia: The Free Encyclopedia. Retrieved November 14th, 2012, from http://en.wikipedia.org/wiki/Virtual_reality
YouTube. (2012). Virtual Change Room Launch at Robina Town Centre. Retrieved November 14th, 2012, from http://www.youtube.com/watch?v=1QqP4pFFuv4
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