The Perks of Being Digital. Nikeland: A Case Study

Abstract

AbstractThe increasing digitalization of consumer behavior and lives has created both opportunities and challenges for fashion brands seeking to engage with their audience. This paper aims to reflect on the perks of being digital for fashion companies, through the observation of Nikeland platform on Roblox as a case study for more general considerations. The paper begins by providing an overview of the current digital landscape and the increasingly marked need for brands to create a more engaging relationship with their customers. Two sections will be devoted to the case study, one for the description of the platform, resulting from a personal observation of this, and one for the critical discussion of the characteristics and advantages highlighted. In the conclusion section there will be a further discussion about the potential benefits derived from the use of a new digital business model and how, however, it is necessary to give priority to transparency and authenticity in this process towards users-customers.