Even during the sales, licences continue to be a way for fashion retailers to create a point of difference to lure customers. The digital marketing campaign by French retailer Celio to engage gamers is a perfect example.
Assassin’s Creed and Mortal Kombat are not only two major franchises in the gaming business, they ae also true brands whose attributes are recognized and valued by the 18-35 males gamers or not! For fashion retailers they represent an effective way to reach and engage this audience, to improve or sharpen their image and above all to generate sales thanks to capsule collections and limited editions.
Assassin’s Creed has created its own distinctive “look & feel” which happens to match very well the needs of the fashion industry: the breadth and depth of the portfolio of assets enables retailers to create and sell product collections that can be customized for each retail banner if necessary. Those assets are also diverse and flexible enough to follow the seasonal codes and trends that drive the fashion business. Licences coming from Entertainment, Sport or Corporate brands are an unlimited source of assets and stories for retailers to boost and differentiate their offering.