Spring app partners with Kim Kardashian: Hollywood to launch in-game boutique
Online fashion retailer Spring is to team up with Kim Kardashian: Hollywood to open an in-app virtual boutique which will allow the game's tens of millions of users to view and purchase items.
Spring, which has been hailed as a "shoppable Instagram," is an online marketplace which aims to bring "the mall to the mobile phone" and stocks products from over 1000 brands including American Apparel, Jimmy Choo and Marc Jacobs.
Beginning today (7 March) the partnership will allow players to dress up their game avatars in items being sold by designers on the platform. Link-outs within the virtual sore will nudge users to download Spring's app and send them to a pop-up shop on the e-tailer's website to complete their purchase.
With the 'free-to-play' title raking in over $100m over the past 18 months, it's not surprising that brands want a slice of the action. Though Spring is the first firm to sell multpile brands at a time through the game, it's not the first to try and capitalise on the app's success; both Karl Lagerfeld and Olivier Rousteing have used the app to market previous collections.
The Keeping Up With the Kardashians star's game has been downloaded 42 million times since its launch in 2014, and has logged around 3.3 billion sessions in total.
Speaking with The Drum last year at Cannes, Kardashian West discussed her involvement in the making of the game, saying she "wouldn’t trust anybody else" to take control of the process."