Take the top men’s fashion magazine, pair it with the top women’s fashion magazine and you’ve got a match made for an iOS game app. Actually, match making wasn’t needed to arrive at Fashion Hazard, a game that takes the user into the fashion world where the stakes are high and the stories are juicier than ever. Fashion Hazard was developed by Condé Nast Digital’s in-house team that develops digital products – such as apps? Condé Nast publishes both magazines, along with several other similar-themed publications. Its in-house digital team works to develop the company’s “non-print” products. Perhaps every company should have an in-house digital team performing similar functions. And while it may appear that Fashion Hazard is simply a means of raising Condé Nast profile, it also has a heart. The developers dedicated the game to Dick Clark because music and fashion are “inextricably linked.”
So what exactly is Fashion Hazard? First things first. Fashion Hazard can be downloaded from the iTunes app store for 99 cents. The object of the game is to move fashion models across the runway before the clock runs out. Players are asked to put their best stilettos forward in an effort to avoid hazards such as tripping or falling flat on any body part. As with other game apps, there are opportunities to pick up extra points such as “bling.” But players can also use real money to buy bling and other extras. The app takes players on a fashion tour from New York to Paris to Milan and other fashion forward cities. Each city’s task has more complexities than the previous one. Along the way models have back stories to engage users. The lesson from the Fashion Hazard app is that there are many ways to build a brand. But we already knew that.