Zara’s owner Inditex has become the latest fashion brand to launch a video game in an effort to attract younger shoppers.
Inditex has launched a new augmented reality (AR) video game with Facebook for its youth brand Pull&Bear.
‘Pacific Game’ is a retro-style mobile runner game, but players are able to control the character by turning their head left and right.
Pull&Bear’s game will be playable through both Instagram and Facebook, and seek to build a relationship between the players and the brand rather than sell them clothes directly.
According to Bloomberg, online sales accounted for around a third of its considerable revenues last year and Inditex will dedicate a slice of its $3 billion investment pot towards expanding its digital operations.
Inditex joins a growing roster of brands turning to video games to market their brands and products.
The trend was largely started in the luxury space, seeing the likes of Burberry, Karl Lagerfeld, Louis Vuitton, Gucci and Prada all launch their own interactive video game offerings.
According to a report from investment banking giant Jefferies, luxury brands are set to drive this unlikely partnership forward over the coming years as they seek to capitalise on the increasingly lucrative market.
It argued 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.
However, more mainstream brands have also taken not of the increasingly popular medium as a innovative way to engage customers, with Adidas, Puma and Primark all releasing video games in some form.
Inditex, the world’s largest fashion retailer, marks the latest milestone in this emerging marketing trend and is likely to encourage other brands to follow suit.