Mobile fashion shopping app Spring has gotten even more virtual by gamifying itself within a game — Kim Kardashian’s, that is.
Digiday reports that Spring has launched a virtual boutique inside of the wildly popular “Kim Kardashian: Hollywood” mobile game (which, according to the outlet, has tens of millions of players), whereby players can now outfit their avatars in digital representations of more than 12 clothing brands available on Spring, including Jonathan Simkhai and Clare Vivier.
Should players do so, the outlet goes on to explain, they are later prompted to download the Spring app and shop for the real-world versions of the items that they had engaged with in digital form (along with the rest of Spring’s offerings).
While designers, such as Karl Lagerfeld and Olivier Rousteing, have previously soft-peddled their wares within “Kim Kardashian: Hollywood,” as Digiday points out, Spring’s entry into the game marks the first occurrence of a mobile commerce marketplace promoting several different brands at once.
The Digiday story posits that a primary motivation for Spring moving into Kim Kardashian’s virtual realm is to increase its own products’ visibility, not only in general terms but particularly to raise brand awareness among younger consumers.
In that regard, Spring CEO Alan Tisch told Digiday that putting the app into a realm familiar to those younger consumers who might otherwise not be familiar with Spring could address that problem in a contextual sense.
“Mobile app marketing is a challenging space,” he commented to the outlet. “You have to combine context and personalization and understand who we’re talking to, and that differs between platforms.”