Paper Title
Study on Collaboration Between Fashion Brands and Digital Games with the Aim of Expanding the Range of Audiences
Abstract
The aim of current research is to identify and study the effects of collaboration between the fashion industry and
digital games as an innovative approach to increase the rage of audiences in terms of age, cultural and social class. The case
study in this research is cooperation between Louis Vuitton fashion brand and the League of Legends digital game. This
research is applied research, and the research plan is descriptive- analytical and the data collection is documentary and
library resources. By finding the connection between the lifestyle of the younger generation and digital games and the
fashion industry, the importance of innovative approaches like this collaboration to increase the dominance of the audience
can be achieved. The results in this research indicate that the cooperation of two industries can lead to increase the awareness
and general understanding of the audience. Since the audience of the Louis Vuitton fashion brand is different from the
League of Legends digital game, this collaboration has contributed to merging of their audiences.
Keywords - Fashion industry, Digital fashion, Digital games, Louis Vuitton, League of Legends