FROM INVESTIGATING HOW 'ADVERGAMING' CAN BE USED IN THE FASHION INDUSTRY MASS MARKET TO METAVERSE, A WOMENSWEAR COLLECTION BY H&M IN COLLABORATION WITH THE SIMS
FMP | DISSERTATION
After investigating 'Advergaming' as a marketing tool for Fashion within the Female Mass Market for my dissertation and finding out how successful it can be when used effectively, I decided to create a digital and physical clothing range by H&M in collaboration with The Sims ‘Metaverse’ for my FMP. The research I found throughout my dissertation highlighted a new consumer group of female gamers who are interested in fashion, that have not yet been tapped into by the Mass Market; this was the aim for H&M’s ‘Metaverse’ collection. The collection was made up of eleven garments styled into six outfits, which could be purchased exclusively on the H&M website for yourself and downloaded via a Sims expansion pack for your Sims character to wear. #JOINTHEMETAVERSE
A collection that could not only challenge the stigma that ‘Gaming is for men/boys’ by being a collection for women only but to help promote the benefits that gaming can have to one's mental health via exclusive videos uploaded to H&M’s Youtube channel.
From the Final Major Project came a 3000 word Business Plan, a Digital Clothing Range mocked up on real life models, a S/S22 Collection Lookbook (seen in the video above), Advertising Mockups, PR pack mock ups and an Event Schedule for the PR Event hosted by Juno Birch.
As I would like to pursue a career in Social Media Marketing, I wanted to create a Final Major project that captured my skills gained from modules such as; Marketing and PR, Trend Forecasting and Events Management.
Social Media Marketing is an environment which is ever evolving, especially after the impacts of the Covid-19 Pandemic. An environment which I believe I have the ability and skills to thrive in as I move forward with my first steps into the Industry and my future career.