Category Archives: Games

What Louis Vuitton has to do with League of Legends?

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http://www.somethingfashion.es/2016/01/louis-vuitton-final-fantasy-video-campaign-lightning.html

The evolution of technology and changes in preferred leisure activities have shaped the marketing strategies of many industries and these changes still keep them on their toes. In this article, I will try to explain the relationship between luxury high-fashion brands and video games. 

For many, one of the most crucial aspects of game design is graphic quality, which has improved immensely over the last few years. Nowadays, games have to be more than just a source of entertainment because the market is over-saturated, and the bar is high. Game developers go to great lengths to attract the consumers’ attention, and many do so by mending the border between entertainment and art to provide the best experience possible.

A great example of this is Red Dead Redemption II, which stole the hearts of even the most judgemental critics, and as a result, was named “the best-looking video game of all time.” Many have claimed that playing the game is almost like watching a movie, and the main character feels like a sentient being. Such qualities make players connect to the game on an almost personal level. It is just one example out of the many, but it determines how far technological development has progressed. 

Video games are now the most popular they’ve ever been, and the number of consumers steadily grows each year, with the current number of around 2.8 billion. For this reason, many industries see it as an attractive, lucrative market – one of them being the fashion industry.

While the interest of the high-fashion sector in video games sparked relatively recently, the games’ obsession with looks is nothing new! What’s more – it plays a crucial part in many games – sets the atmosphere, tells players who the characters are, their traits, and much more…

Furthermore, video games do not have to be subject to the laws of physics or practicality, which allows games designers to use any means necessary to create a unique experience. In my opinion, it is a double-edged sword – on the one hand, it allows to create and explore impossible designs like Heel Guns worn by the main character of “Bayonetta.” On the other hand, it adds to the sexual objectification of female characters by dressing them in skimpy armors, which are impractical and only aim to appeal to a particular type of fantasy, like in an RPG “TERA.” That is not, however, what I want to discuss in this article, so let me retract…

With endless ways of connecting via the Internet, many treat playing games as a social activity, which creates a need for self-expression, just like in the physical world. My research concluded that the character customization options can be rather important to the players and most of them stated that the unattractive design actually bothers them, as it can ruin the whole atmosphere. Obviously, it does not apply to every game because, according to what I have learned, some games are not serious enough or have been created a while ago and outdated outfits induce a warm feeling of nostalgia.

The high-fashion sector realized that the popularity of the games among younger generations, the lucrativeness of the industry, the need for self-expression, and technological possibilities are good reasons for expansion in this space. 

Since then, many luxury brands have partnered with game developers in creating new outfits for characters like Marc Jacobs and Valentino did for Animal Crossing or Moschino for The Sims. In this industry, it is, however, considered a minimum effort. Other fashion houses go as far as creating their own games. Balenciaga did just that with a walking simulator and used it, to present its Fall 2021 collection. 

In my opinion, the best at adapting to this market is Louis Vuitton. In 2019, the luxury fashion house partnered with the video game developer, Riot Games for the 2019 League of Legends World Championship, becoming the first-ever fashion house to do so. This collaboration was a great strategic move, as the geographic and demographic focus of Louis Vuitton and League of Legends is very similar. In both cases, the brands target millennials with above-average income, and their biggest markets are in Asia. What is also note-worthy, in 2016, LV made the first-ever campain using characters from a game, Final Fantasy!

I think fashion goes great with games and vice versa, because they are more similar than most people care to aknowledge. Needless to say, I am excited to see what great things this pair can offer to the world of culture.

Sources:

https://gamerant.com/video-games-best-graphics/

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwj24NLg4sr0AhXvkYsKHRRECyEQFnoECAIQAw&url=https%3A%2F%2Ffinancesonline.com%2Fnumber-of-gamers-worldwide%2F&usg=AOvVaw1mNMi5HIxv1T-xHPgzK3BL

https://www.ft.com/content/aa814130-29bf-443f-a0c5-2ac37fedc542#comments-anchor

https://www.krpt.co.uk/blog/2020/1/21/breaking-boundaries-louis-vuitton-become-first-ever-fashion-house-to-partner-with-esports

https://www.bloomberg.com/news/features/2016-02-02/how-final-fantasy-characters-infiltrated-fashion

Are chips “The New Oil”? A global shortage of chips

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Did you know that we are currently facing a global chips shortage? The crisis came about due to the massive demand for electronic components triggered by the pandemic, factories downtime, production underestimation, and supply chain failure. Whoever produces the chips, holds all the power – in this case the Taiwanese manufacturer TSMC seems to be a ruler.

The company Taiwan Semiconductor Manufacturing Co may seem unfamiliar to you, but it is more than sure that their products are used by you every single day. TSMC is the world’s largest chip manufacturer that produces parts for major electronics and automotive companies, including Apple (which is reckoned to constitute 25% of TSMC’s income [1]).

Source: https://www.eetasia.com/tsmc-will-raise-to-expand-capacity-amid-chip-shortages/

Chips are not only a common component of consumer electronics such as smartphones, computers, or smart appliances, but they are also required for automotive electronic systems, which are expected to account for more than 50% of the total production cost of a car by 2030[2]. For comparison, in 2010 this figure comprised 35% while in the 1970s, 5%. New cars need more processors, which in other words means – more and more chips.

In fact, it is the automotive industry that has been inflicted the most during the last months. Major players on the market such as Volkswagen, Toyota, Renault, General Motors, and Honda had been forced to hold back production due to the lack of components. A shortage in the microprocessor industry is expected to slash Ford’s profit by $2.5 billion this year and GM’s profit by $2 billion[3].

Source: https://www.bloomberg.com/news/articles/2021-02-05/chip-shortage-spirals-beyond-cars-to-phones-and-game-consoles

The crisis has also hit the electronics industry. Sony has announced that it is unable to manufacture the number of PS5 consoles planned for this year, just like Samsung which in turn postponed the release of its new version of the Galaxy Note smartphone. All this because of chips shortage. But how did such situation even come about?

During the outbreak of the pandemic, many companies decided to cancel chip orders due to a significant drop in demand for products such as cars. It was assumed that the demand would not increase quickly. In response to the situation, chip manufacturers decided to change their sales orientation to other industries. At a time when demand picked up again, motor companies were left holding the bag as microprocessor manufacturers had their hands already full with other orders. Another aspect is also the production bottleneck which lead to the supply chain destabilization. The global production of chips is based on 3-4 companies only, including the afore-mentioned TSMC, which is responsible for about 70% world’s production of technologically advanced microprocessors.[3]

TMSC’s goal is to maintain its position and increase its production capacity. For this purpose, the company announced an investment of $100 billion. It is worth mentioning however, that the reliance of global electronics behemoths on the goods of a single Taiwanese firm is an example of the negative consequences of excessive production outsourcing.

[1]https://www.taipeitimes.com/News/biz/archives/2021/03/09/2003753477

[2]https://www2.deloitte.com/content/dam/Deloitte/tw/Documents/technology-media-telecommunications/tw-semiconductor-report-EN.pdf

[3]https://cyfrowa.rp.pl/globalne-interesy/61408-dramat-z-czipami-pandemia-sankcje-i-wielka-pomylka

Presented black Sony PlayStation 5. More precisely – two versions at once

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At the time of the announcement, it was said about 20 kg of gold, but then the console would cost three times more, so Caviar decided to reduce the mass of gold to 4.5 kg. In a month and a half, Caviar received over 1,300 orders for this console. Among those interested was the famous American basketball player LeBron James. The company also received an order from a well-known Russian businessman and an equally well-known American IT businessman, whose names were not disclosed.
High demand has led Caviar to release not one as initially planned but nine PlayStation 5 Golden Rock consoles. It will take about four months to create such a unique console.

Many PlayStation fans are eagerly awaiting when Sony releases the PS5 in black, as not everyone likes the original two-tone design. Caviar has unveiled two black PlayStation 5 consoles covered in carbon and leather.
The carbon version will be released in 99 units for $ 5830, and the Caviar logo is made of 24-carat gold. Another version is covered in crocodile leather and costs $ 8,140. The circulation is also 99 consoles.