Consumer Behavior

Fashion in Video Games: Exploring Consumer Attitudes and Preferences

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Abstract

The growing interest and engagement in digital identity and fashion by Gen Z and Millennial consumers present vast opportunities for fashion brands to extend their presence into the metaverse and video games helping to generate brand awareness and offer unique experiences that put their products in front of this large audience. Digital fashion in video games represent a novel direction in the industry and unlocks new areas for research. The purpose of this study was to examine young consumer preferences and attitudes towards digital fashion in video games. An online questionnaire containing open-ended questions was used to collect data. Qualitative data coding was used for analysis. Findings include information on preferences in design elements, styles and aesthetics, importance of functionality/stats and fashionability of digital apparel and its effects on gameplay experience and enjoyments, attitudes regarding digital fashion offered by real brands, and willingness to purchase digital fashion products. 

Keywords: digital fashion, video games, digital clothing, metaverse, consumer preferences

How to Cite:

Van Dyk, C., Ghalachyan, A. & Son, J., (2025) “Fashion in Video Games: Exploring Consumer Attitudes and Preferences”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18559