H&M X Grand Theft Auto 6

A virtual store not to miss

Embark on a virtual shopping spree within GTA 6’s dynamic world, courtesy of H&M’s groundbreaking collaboration. Browse through an array of trendy collections, personalize your avatar’s style, and elevate your gaming experience with the latest fashion offerings. Enter a realm where gaming meets fashion, and redefine virtual style like never before!

Behind the Scenes

Literature Review Outcome:

Virtual and Real world is interconnected and interdependent from the point of view of consumers and players of this virtuality realm

Fashion in virtual realm is a growing market and highly loved by the GenZ and will definitely be loved by future generations.

Primary Research Outcome:

1. With the 222 respondents of the survey and 8 interviews, we can therefore conclude that most of the respondents care more about the games than their avatar’s looks.

It was also observed that players are somewhere interested in fashion in case a real brand is incorporated in the fashion wardrobe of their avatars.

2. 15-25 years of age and are mostly students have less amount of disposable income due to which it is observed that they are willing to pay and get branded wearables in the game but don’t have the financial capacity to do it.

Need Gap Analysis

Branded Products: Users in games would like to have real world brands to come in the virtual realm to sell their products

Cheaper Price: 18-25 age group does not have big disposable income to be able to buy virtual goods

Gaming Experience: Players would be more interested if products provide a better gaming experience

The Idea: To fulfill this gap, the idea is to create a virtual store of a commercial brand. The store would consist of the latest collection that the brand offers in the real world. To create a sense that if a user cannot buy a piece of fashion for themselves in the real world. Few designs that will be limited edition only for virtual stores.

DESIGN PROPOSAL

H&M and Grand Theft Auto VI (GTA 6) are teaming up in a ground-breaking partnership that seamlessly blends the worlds of virtual entertainment and real-world fashion to transform the way players experience shopping within the game.