Launched in 2013, CrowdStar’s grown-up dress-up game is targeted to adult women with an eye for the latest styles. Covet Fashion allows users to create outfits and enter their wardrobe choices into contests that are judged by the app community. But unlike dress-up games designed for young girls, CrowdStar’s app features ecommerce.
“Covet Fashion acts as each user’s dream closet,” Mark Van Ryswyk, SVP of studio management at CrowdStar told AListDaily. “Through the platform, users are able to discover and explore different fashion brands while flexing their creativity in daily style challenges. If a user loves a piece so much that they have to own it in real life, Covet Fashion links out directly to ecommerce.”
The Zoe Report Box of Style is a quarterly subscription box curated by American fashion designer Rachel Zoe. Covet Fashion users have been given an exclusive code for $20 off the Fall 2017 Box of Style—normally priced at $99.99 a quarter—as well as in-app style challenges.
Throughout the month of October, the app’s community will have access to digitally rendered items from The Zoe Report’s Fall 2017 Box of Style—the Gigi New York Convertible Clutch and La Soula Two-Diamond Ring Set.
“The Rachel Zoe brand has been part of the Covet Fashion app since launch, that’s why we couldn’t be more excited to expand our partnership by integrating the Fall 2017 Box of Style,” said Van Ryswyk. “There are a lot of synergies between The Zoe Report and Covet Fashion in terms of audience, content creation and fashion-focused messaging. Together, we thought it would be a great initiative with the goal of bringing awareness to Box of Style while introducing their subscribers to Covet Fashion.”
Both The Zoe Report and Covet Fashion will be cross-promoting the partnership through in-game messages, direct emails and social media posts.
More than 175 brands have partnered with Covet Fashion to have their fashions appear as virtual wardrobe options, which in turn can be purchased for real-life wear through an ecommerce portal. The brand’s website shows that Covet Fashion has over three million unique monthly users who spend an average of 30 minutes per day in the app.
Meanwhile, free-to-play mobile titles like Covet Fashion are driving digital revenue growth in the US, according to SuperData. Covet Fashion uses the popular “freemium” model, where users have the option to purchase virtual currency—in this case, diamonds. Covet Fashion users can trade diamonds for new items of clothing or accessories to dress their virtual models in.
The fashion industry has explored new methods of discovery in recent years, from augmented reality Snapchat filters to virtual reality runway shows and even recruiting video game models. AI-powered tools like Pinterest Lens and Google Lens can also turn discovery into purchases.
Fashion is a $2.4 trillion industry, but it is not immune to the effects of geopolitical and economic instability and a “buy now” culture, according to the McKinsey & Company’s 2017 State of Fashion report. The consulting firm found that 29 percent of fashion executives see digitization and ecommerce as the biggest opportunities of the year and predicts that ecommerce luxury fashion sales will increase fourfold by the year 2020.