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In a sign of the intriguing evolutions that the digital fashion sphere is undergoing at the moment even in the UK capital, the London-based DREST mobile gaming company has announced that it has secured funding amounting to £15 million.
The money will allow the business to keep on developing its new product proposition, DREST Game 2.0. Indeed, the company – which claims to be the first interactive luxury fashion styling game in the world – has been highly successful in raising funds since its launch in 2019.
The DREST success story to date has seen it work directly with hundreds of high-end brands, such as Breitling, Christian Louboutin, Cartier, Fendi, Prada, Valentino, and Gucci.
It can surely be no great surprise, then, that DREST has mustered 250% year-on-year user growth – and our own digital marketing agency for fashion brands here at Skywire London can’t wait to see what revolutionary (and evolutionary) steps the platform might take next.
What actually is DREST?
It might be wisest to take as a starting point the London firm’s own description of itself, as “a gaming company that merges the creative worlds of luxury fashion, beauty, and lifestyle with the infinite possibilities of the metaverse.”
At a time when more and more luxury brands across the globe are considering the role that gamification could play in their marketing efforts, DREST has made a strong impression to date on gaming and fashion enthusiasts alike.
DREST acts as a platform for user-generated content, enabling players to style hyper-realistic avatars by drawing upon the most recent luxury and beauty collections. In this way, it allows the players themselves to show and improve their talent at styling.
The digital fashion items that players on the platform can use are contributed by the ecommerce marketplace FARFETCH, as well as by fashion brands directly.
“There is an undeniable interest in gaming from the luxury fashion and lifestyle industries”
The investment was sourced from the family office of Graham Edwards, DREST’s co-founder and co-chair. Mr Edwards brings the company the benefit of knowledge and expertise from the investment and technology sectors, as well as a strategic business mindset to assist the firm’s growth.
CEO at DREST, Lisa Bridgett, commented: “We are thrilled to have secured investment to help upscale DREST, especially in such a tough market. This is testament to the strength of our product delivery and pipeline of ideas… there is an undeniable interest in gaming from the luxury fashion and lifestyle industries and we are very well positioned to cater to this increasing demand.”
Ms Bridgett said that the team behind the platform was “now ready to take the business to the next level, and offer a new one-of-a-kind experience to our users while maintaining the core elements of the game.”
Certainly, our own digital and strategic professionals at Skywire London will observe with much interest the next few chapters for DREST and similar platforms, as the fashion world continues to assume an exciting new shape during the 2020s.
And if you would appreciate advice and help for your own company’s expansion throughout the rest of this year and beyond, please don’t hesitate to contact our digital marketing agency for fashion to learn more about the difference our knowhow could make.
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