Enhancing Marketing Communication Through Gamification in the Fashion Industry

Gamification is changing how fashion interacts with consumers by leading them into new XR dimensions, challenging traditional marketing communication tools, resulting in heightened consumer engagement and improving marketing metrics like brand identification, enhanced favorability, and purchase intent. This research aims to analyze the application of Gamification in the fashion industry, identifying the benefits and challenges of gamification technologies powered by Augmented reality, Virtual Reality, and Mixed realities and their impact on consumers' fashion purchase experience. By analyzing secondary data and various fashion brand case studies, this research aspires to understand the marketing communication strategies of fashion brands employing Gamification to create immersive experiences by proposing three categories: Gamification in fashion, fashion games, and fashion in games.