Trend report- Fascape

FASCAPE Fashion and gaming are both about escapism, they’re about fantasies and self expression. It is one of the most dynamic collaboration between two really creative worlds. 51

BRAND ATTRIBUTE 64 CONCEPT BOARD 54 BRAND DNA 62 CONCEPT NOTE KEY FINDINGS 55 58 FACTS & FIGURES 56 52

CONSUMER SWOT PSYCHOLOGY ANALYSIS 68 72 TARGET MARKET DOVER STREET 70 ARENA 74 IDEATION 76 COMMUNICATION STRATEGY 94 53

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FASCAPE The timing might just be fortuitous because the appeal of fashion gaming has taken on a new tone. As we hunker down at home and our phones become the main thing connecting us to the outside world, we’re all on the hunt for ways to distract and entertain ourselves, not to mention ways to scratch the itch of our fashion obsession while we’ve temporarily swapped trend led fashion pieces for loungewear. While opportunities for sartorial self- Aside from a deep dive on Instagram, when expression are pretty limited in our current it comes to apps and games it’s been day-to-day life, doing it virtually may be pretty much a fashion-free zone. Which the next best thing. Consumers are online at is why fashion and retail brands are home, playing games and accelerating digital paying attention to this area of digital trends faster than expected. That has major exploration. Thinking of games as media ramifications for how business will be done channels. Outlets that attract hundreds of during and after this crisis. The fashion thousands of eyeballs for a lot longer than industry may have flirted with the world of 30-second-spots ever could. It’s undivided AI and virtual reality supermodels, but it’s attention in its finest. been pretty slow to hustle its way into your digital downtime 55

FACTS & FIGURES 56

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KEY FINDINGS 01 USER GENERATED CONTENT In this age of social 02 media, as with any other trend, there has been an STORY TELLING AND astounding quantity of user- BRAND OPPURTUNITY generated content surrounding this game, which acts as a Players often have the secondary form of marketing. ability to choose the appearance and style of Video based social platform the characters they play, like tiktok and youtube have and many games now include become prominent sources of the option of recognisable videos like from tutorials designer brands, too. to decorating tips, and glitches to full-blown island Not only does this offer tours, more often than not brands a subtle marketing become viral for their opportunity – weaving items humour, helpfulness or sheer into the game in a natural creativity. and authentic way – it also allows gaming companies to position themselves as more culturally relevant (tapping into the wider interests of consumers) and part of the mainstream. 5588

03 04 05 FLEX CULTURE EASY RISK DIGITAL FASHION REALM There are more things in With the gaming collaboration Collaborations like these common between fashion and one can easily produce, spice bring a touch of real-world gaming than one can imagine. up their existing collection authenticity to the digital Considering the in-game and create a limited edition realm, providing gamers items, they are created by product range that will stir with an opportunity to add developers to show off the up the social media and get the luxury brand to their gamer’s wealth and enhanced them maximum engagement. digital personality – often level. Similarly, you will the level of relatibility for a price. This helps the see people buying 1000$ shoes increases. One can also consumer be a part of the just to flaunt their wealth. easily opt out if the tables brand community without turn over. paying a hefty price for it. Check out competitive games like Counter-Strike: GO and you will see players buying expensive skins so that they can look unique in front of the other gamers. In both, the virtual as well as the real world, the desire to show off wealth is common. 5599

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Dover Street Market is a multi-level retail space and concept store. With installation-like spaces and special pop-ups, DSM houses all of CDG’s lines as well as a variety of other labels such as Vetements, Raf Simons, Junya Watanabe and Balanciaga and many more. The retail space is also known for its creative visual merchandising and bi-annual interior change signalling the change of season. 6611

BRAND DNA Dover Street Market is a unique and conceptual brand created with the urge to push the boundaries of overall retail experience. They have managed to put themselves at the forefront of the new retail experience under the supervision of Rei Kawakubo and her husband, Adrian Joffe. They portray a brand image that not only identifies them as a flagship retailer of Commen Des Garcons but also solidifies themselves as a prominent and modern retailer of multi-brands. DSM introduced an industrial, anti-luxury aesthetic that dismissed the established rules of retail. Individual brands are invited to design their own spaces leading to a mix of highly stylized, elegant, segmented spaces, making DSM truly a market rather than just a store. From street and casual wear to eclectic creative designs and classic pieces, they’ve all under one roof, describing the ethos of their store as a ‘beautiful chaos’ Having an innovative approach by mixing art and fashion, their mission is to establish a successful and highly influential business by deviating from traditional retail theory. Rei Kawakubo also stated the aims of DSM stating “ We hope to make DSM more and more interesting. I enjoy seeing all the customers coming to DSM dressed in their strong, good looking and individual way. I would like for DSM to be the place where fashion becomes fascinating.” 6622

B E ACUHTAIOFSU L ART X FASHION ANTI- LUXURY AESTHETIC MODERN RETAILER UNIQUE & CONCEPTUAL 6633

SIMPLE DOMINANCE OF BLACK LUXURY TO STREETWEAR GEOMETRIC LINES ARIAL BLACK 624 61

The brand’s identity and brand image is expressed by their simple logo featuring a black pointed roofed building and the words “Dover Street Market” clearly displayed in the bold font ‘Arial Black’ representing the philosophy of the brand. The black and white colour pallet reflects Rei Kawakubo’s philosophy, who once stated “I work in three shades of black.” The use of strong geometric lines shows the brand’s clear-cut yet anti-luxury approach to fashion. ‘Dover Street Market’ was named, because the first store was built on Dover Street in Mayfair, London. Since then, the name has been applied to six other retail stores in, Ginza (Tokyo), New York, Singapore, Beijing, Los Angeles and Paris. DSM doesn’t position itself within one market place. It offers a unique shopping experience where customers are able to purchase luxury fashion along with mid to low price street wear. BRAND ATTRIBUTES 6655

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CONSUMER PSYCHOLOGY DSM doesn’t have a fixed consumer market. For them everyone, mixing classic and avant-garde, young designers and luxury brands is their customer. Which is why they wanted to create beautiful chaos in order to provide a new exciting retail experience that would stimulate the senses, raise the spirit and make one feel positive. From their space design to the choice of brands they collaborate with, they keep in mind their consumers needs. DSM is very particular about the message they send out to their audience, which is they are anti- fashion and are supporters of androgynous fashion. They want to be a place that engages with its customers through their passion for fashion and the love for its products.  Part experiential, part aspirational, and completely unique, is their moto towards serving their consumers. 68

EXPERIENTIAL PASSION INCLUSIVE STIMULATE ANTI- FASHION SENSES ASIRPATIONAL 6699

M I L EGNTENONI AZL TREND ENTHUSIASTS ARTFUL CREATIVE EFNLVEIXRIOBNLMEE N T EXPRESSION 61 70

Dover street market has a wide target audience ranging from millennials to gen z. Their aim is to reach to out to all customers who are interested in fashion and are up to date with the trends.  Dover Street Arena works in a similar format to gain audience in the gaming sector who are also fashion enthusiasts or who are interested in the upcoming fashion trends. A platform that brings fashion to gaming will help both these creative fields to explore new means of communication to their audience.  Dover being very gender fluid, aims at creating a flexible gaming environment as well, where these games would be designed in a very androgynous and inclusive way to target a wide range of customers. The raw and bare aesthetic of DSM will also showcase a better connection to the gamers so as to keep it more artful rather than luxurious. TARGET MARKET 71

- Unique selection of inclusive brands - Almost no social media activity - Follows the concept of an anti-luxury - Low-tech , lo-fi company storeswhich made them stand out and helped their - No future planning business boom - Online stores have less options as compared to - Showcase products under all realms - fashion, brick and motar stores lifestyle, beauty - Weak or no marketing - Became global retailers in 10 years - People often visit their stores only to sit the - Sell high and low ranged products cafés, restaurants. - High level of customer satisfaction STRENGTH SWOT WEAKNESS OPPORTUNITIES THREATS - Expand social media presence - Change in consumer behaviour - Decline in brick and motar stores - Collaborate more with brands and designers to - Exposed to currency fluctuations expand reach - Growing competition between retailers - Growing strength of local distributors - Keeping online stores updated - No market research - Global expansion - Growth of e - commerce - Entering new range of products and maintaining customer loyalty - New customers through online channels 72

SWOT ANALYSIS With an increase in e-commerce demand from the public, DSM failed to rise to the occasion. Analyzing an opportunity in technological advancements, gaming would be a great way to boost their social media engagement and channel a drive to their e-shops. With their brick and mortar store experience being the strongest virtue, inculcating it in a virtual setting will benefit their branding. 73

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DOVER STREET ARENA Dover street market is a retail arm of the fashion house Comme de Garcons. Their electic collections from street wear- casual to chic- luxury are described as a ‘beautiful chaos’.  DOVER STREET ARENA aims at building a lucrative and highly influential business by deviating from conventional retail wisdom. This is done through an innovative approach that brings together gaming with fashion.  A multibrand game that gives the gamer an experience to be a part of brands right from the comfort of their home. Calling it an anti- luxury game that could be experienced irrespective of your bank balance.  Like an actual visit to the DSM, the DSA scans your face to create your avatar. This not only give you a more realistic approach to the game but also an experience as if the gamer was actually completing the tasks at the store. Various levels and a chance to win exciting vouchers gives the gamer an incentive to play ahead and earn gifts from the dover street market of their choice.  Digitals skins of various brands offers the customer a chance to experience a visually exciting synergy of  all brand visions put together. Unlocking various brands at different levels allows the gamer to make the game more exciting and challenging. As the gamer unlocks digital skins from wealthier brands, the gamers earns more points and eventually is unknowing becoming a part of the flex community. 75

IDEATION Dover Street Market is stepping into the multi-player online gaming industry with its very own Dover Street Arena, a game where the world of glamour meets sin city. This game is going to feed on the self destructive behaviour of humans. It is based on crime, consisting of three basic storylines of robbery, vandalism, and murder in three cities. Every city comes with different missions to accomplish and unlock digital skins of streetwear to luxury brands for their avatar. Assigned with a list of tasks and computer-generated roles; Investigator or Impersonator, the player has to complete them to win. One can also gain extra rewards and vouchers by being on the top. The strategic logic behind this is to target the human instict of ‘lost and found’ 76

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A game that you can play on a public server or amongst your friends. Among you will be an impersonator who will have to commit crimes to win. Keep an eye out for the clues, look for the impersonator, and pay attention to how he sabotages your tasks to prevent you from finding him. Get closer to your reward and unlock your favourite brand by unfolding every clue. 79

The game provides you with a feature to create an avatar that looks like an animated you. To do this the gamer will have to scan his/ her face or body for the app to scan and recognize you. Once done, a computer generated avatar will be provided to you. This feature helps you experience the game more closely. 80

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The game will consist of three cities; London, Ginza, and Los Angeles that will get unlocked after earning enough experience to finish a level. Each level will include different missions, for which you will be given a list of tasks according to the computer-generated role you have been given; *Investigator* or *Impersonator*. You will have to complete the tasks to go on to the next mission and unlock a new brand. You will be competing with players worldwide so do keep an eye on the *scoreboard* and try to grab the first place to earn some extra rewards. 83

The game will have two types of currency; *coins* and *cash* it’s a resource that the player acquires and retains for use during play and after completing the missions. Coins are easily accessible and collectible, though you will have limited options to purchase through them. On the other hand, cash is difficult to earn and won’t be easily attainable. The player will have to use real-time money to purchase extra cash to buy luxury fits for their avatar. One can earn bonus rewards in the form of either in-game currency or vouchers that can be redeemed in DSM stores or websites. 84

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In the first mission, the player will have five options to choose from. As the player accomplishes more missions, premium and luxury brands will get unlocked. You can buy them using either coins or cash. Energy systems pace players with limited *zeal*. To get more stamina for refilling the bar, you will have an option to purchase energy drinks using cash or real-time currency. The zeal bar will be re-filled completely after 24 hours, though you can come in between to check if you have enough zeal to complete the mission. 87

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CASE OF LARCEN 894

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MALICIOUS MISCHIEF 9816

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SNEAK ATTACK 9838

COMMUNICATION STRATEGY Сreating brand awareness Simple yet COLOUR SCHEME To increase online presence and powerful MONOCHROMATIC drive sales Anti luxury GENZ Stimulating a want or desire MILENNIALS Creating a virtual experience Immersive through SOUTH ASIA similar to their offline space AI & AR TARGET OBJECTIVE VISUAL AUDIENCE NARRATIVE 94 Instagram Twitter Pinterest WeChat Youtube Tiktok Weibo CHANNELS OF COMMUNICATION

PR & PUBLICITY SALES PROMOTION SOCIAL MEDIA - UGC through gamers- Game - Discount Vouchers for - Launch of logo on all hacks, instructionional videos, achieving a particular level in social media channels. codes etc. the game. - PR kit, game launch event. - In-app purchases of virtual - Followed by digital skin clothing. feature. DIRECT MARKETING - Virtual clothes linked to the clothes on the online store. - Short format videos in -Email & news letter. collab with brands under - Messages with the link for ADVERTISING Dover street Market. the gaming application. - Link/barcode on the - Intruiguing banners with - Promoting the app, shopping bills. only barcodes leading to clothes, driving engagement curiosity. to the e-shops. (Across the cities with the store + on the walls of the - Targeted social media ads. Dover Street Building) - Live streaming videos of gamers. 95

ACTION PLAN JANUARY 21TH,2021 (1ST WEEK) FEBURARY 12TH,2021 (4TH WEEK) A QR code with the 3 posts introducing DSM label will be put story lines of the up on billboards, game. ( Alternate hoardings and Dover day posts) street buildings. FEBURARY 5TH,2021 (3RD WEEK) JANUARY 28TH,2021 (2ND WEEK) Avatar reels, tiktok Teaser- logo launch featuring clothes of video (DSA) on all various brands under platforms mentioned DSM. (2 reels) in channels of communication. 96

FEBURARY 22ND,2021 (5TH WEEK) POST GAME LAUNCH - Promo video- - Gaming live streams Launch date of the - UGC content game. - Introduction of vouchers - PR kit cards will be distributed. MARCH 12TH,2021 (8TH WEEK) FEBURARY 27TH,2021 (6TH WEEK) - Event launch of DSA. - Targeted ads on all DSA AVATAR FILTER- social media platforms on Instagram and - Game trails Snapchat. available on snapchat - Live streaming to take place on Steam (streaming app) MARCH 6TH,2021 ( 7TH WEEK) Game trailer launch TRENDING HASHTAGS #doverstreetarena #maliciousmischief #sneakattack #caseoflarsen #heistnight 97

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