Louis Vuitton gets into video games with fashion line
The fashion company teams up with Riot Games in a new marketing scheme
Louis Vuitton (LV) introduced its own video game this past July. Endless Runner was based on designer Virgil Abloh’s Men’s Fall-Winter 2019 fashion show, and the company has now taken a step further into the video game realm. It has teamed up with Riot Games to offer its luxury products inside games.
According to a LV announcement, the new partnership will allow League of Legends gamers to purchase LV’s luxury products with real money for use inside the games. It also will see LV produce a real clothing line based on the game, as well as a custom-made trophy case for League of Legends’ eSports final competition coming up in November.
This isn’t the first time that a fashion brand has teamed up with a video game company. This past April, Moschino entered into a partnership with Sims 4 and Electronic Arts. Sims GM Lyndsay Pearson said of that deal, “We had some folks who were super excited about the brand and love Moschino… And then some players were a little more skeptical because it’s a high end fashion brand that’s not for everybody. It’s a bit polarizing,”
The LV-Riot Games is expected to last for three years, longer if it proves successful. Neither company has released the financial details of the arrangement, nor have they said how much the new clothing line might cost consumers. It’s a bold move that has some analysts, including Ross Benes, watching closely. He explains, “I don’t think the rich people who normally buy Louis Vuitton are going to be outraged their merchandise is cheap in a game. I’d be more concerned with tarnishing the video game brand, if you consider the video game to be a brand. Gamers can be a feisty crowd sometimes.”