Teenage boys better hand over the joystick. A rush of new video games focusing on weight loss, fitness, gymnastics,horseback riding and cheerleading means women are the new target demographic in a universe once reserved for their couch-riding brothers and sons. Nintendo’s Wii console is leading the diversification efforts—almost 15 million units of Wii and Nintendo’s handheld system DS were sold last year. Fit, a fitness-related game released this spring that has women sweating in front of their TVs, is on pace to reach three million in unit sales this year. And beauty advertisers such as Proctor & Gamble and L’Oréal are among those clamoring to get in the game.
Often engrossing players for long stretches, video games are increasingly compelling brand exposure platforms, marketers say. Research firm eMarketer forecasts that advertising spending for the video game sector will soar 133 percent from $650 million in 2007 to $1 billion in 2012, while the U.S. market for video game hardware and software will climb 33 percent from $15.8 billion to $21 billion in the same period. Available on everything from computers to cell phones to traditional consoles, games offer marketers a variety of avenues to target their chosen slice of the female demo. Averaging $15,000 to $100,000, banner ads or video clips paired with online games are considered affordable methods of homing in on older women. Console games are preferred by younger audiences and for roughly $200,000 to $1 million, advertisers can place brand imagery throughout the console game-playing experience. “The opportunities for sponsorship are unbounded,” says Jonathan Epstein, chief executive officer of the video game ad firm Double Fusion, who estimates that a principle sponsor of a cheerleading game, for example, could easily get its brand seen by up to one million girls.
PC and console game advertising isn’t merely about slapping logos in games, though. Advertisers can customize their ads for certain geographic locales or create branded games-within-games to directly communicate with players. So-called dynamic advertising is also beginning to enable marketers to tout seasonal variations and new launches. “Cosmetics [companies] actually start to populate stores with real products,” says Ken Ripley, an executive vice president at in-game ad firm IGA Worldwide, of the ad capabilities in the PC game Sims 3 due out in 2009. “People don’t think they can reach girls through games, but they are completely and utterly wrong.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)