Fashion and Gamification

Over the years, gamification has found traction in the business world. Academic literature has described gamification as the use of game design elements to enhance non-game goods and services by increasing customer value and encouraging value-creating behaviors. Some examples of these behaviors are increased consumption, greater loyalty, engagement, and product advocacy. These goals can be achieved in particular by individuals belonging to generations Y and Z, who are at ease with the world of gaming. This chapter aims to illustrate the issue of gaming as it applies to the fashion industry and to consider specific cases of fashion brands that have invested in this innovative field.