Hollister has launched a new partnership with Xbox marking the latest fashion brand to try to entice customers from the overlapping millennial demographic.
The partnership will see Hollister’s Club Cali loyalty programme members receive a free one-month subscription to Xbox Game Pass Ultimate on any in-store purchase over £25.
Xbox Game Pass Ultimate allows users unlimited access to over 100 of the latest games on console and PC.
The deal will run from February 10 to 26 in the UK and Germany.
“We’re focused on getting increasingly close to our customers, and we know gaming is a clear passion point for many of them,” Hollister’s global vice president of EMEA Daniel Le Vesconte said.
“We’re excited to be collaborating with Xbox, as they share our vision to make the world a more positive, inclusive and spirited place.”
According to a new report from investment banking giant Jefferies, luxury retail and the video games industry are set to become increasingly intertwined as high-end brands find new ways to “engage and excite millennials”.
It argues that the current gaming demographic represent the next generation of luxury consumers, with 46 per cent of the world’s active gamers already spending money in-game.
This is encouraging brands to find ways to overlap the demographics of luxury and gaming, as well as the millions who watch live esports events via live-stream channels like Twitch.