Jewellery brand Thomas Sabo has partnered with digital fashion game Pocket Styler to introduce its inaugural jewellery and accessories collection, available in physical stores and the virtual realm. The collection, comprising 50 pieces including jewellery, sunglasses, and watches, enables enthusiasts to shop for real-life looks and style their online avatars with the latest trends.
Recent global statistics reveal that 39 percent of individuals worldwide engage in online gaming, with nearly two-thirds of gamers purchasing e-clothing for their avatars. A significant portion of virtual fashion buyers, seven in ten, assert that their avatars influence their real-world fashion choices. Additionally, a quarter of these buyers own more than 50 virtual clothing items and accessories.
Thomas Sabo's decision to collaborate with Pocket Styler was influenced by the game's extensive digital fashion presence. Described as the 'globe’s online catwalk,' Pocket Styler has garnered 22 million downloads globally since its 2021 launch, with players collectively spending up to 20,000 hours daily on the game. The platform currently offers over 310 trillion outfit combinations and is a preferred partner for esteemed fashion brands venturing into the digital domain.
Pocket Styler has previously partnered with renowned designer David Koma for the SS23 collection and collaborated with premium German label Marc Cain to commemorate its 50th Anniversary in September 2023. Victoria Trofimova, CEO of Nordcurrent, the developer of Pocket Styler, emphasized the game's objective of bridging the gap between digital and physical fashion. Trofimova highlighted that Pocket Styler aims to provide players with a fashion experience, cultivate style awareness, facilitate decision-making, and foster new connections.
The integration of real fashion brands into Pocket Styler aligns with the game's evolution and has garnered enthusiastic support from millions of players. The evolving landscape of digital and physical fashion convergence underscores the significance of platforms like Pocket Styler in shaping the future of fashion engagement.
