Interviews

We Are Nations: Turning into a vacation spot retailer

Gucci, Louis Vuitton, Ralph Lauren, and Armani are simply among the newest excessive vogue manufacturers to enter the esports trade.

The truth is, as esports continues to rise in reputation, vogue has changed into a pure business route for esports organisations. In consequence, a number of endemic entities have invested closely in attire as part of progress methods.

While the esports sector has seen quite a lot of non-endemic vogue and attire companies enter the area, one endemic title stays outstanding — We Are Nations. Based in 2016, We Are Nations has change into a family title on the subject of esports and gaming attire.

(ESI Illustration) Picture credit score: We Are Nations / Zachary Sass

RELATED: N2: Behind the brand new frontier in esports vogue

We Are Nations has come a good distance since its inception, and the corporate is now setting its sights on international progress. A key determine within the agency’s progress technique is Zachary Sass, Nations’ VP of Commerce, who comes from a various background spanning retail, podcasting and model improvement. Sass can also be the founding father of Sector Six, an esports jersey firm We Are Nations acquired in 2019.

Esports Insider sat down with Sass to speak in regards to the steps wanted to raise We Are Nations from a identified participant in esports, to a world vacation spot retailer. 

Turning into a vacation spot

2021 was an eventful yr for We Are Nations. The corporate partnered with sport developer Valve for The Worldwide, in addition to esports organisations FPX and Invictus Gaming. Nations additionally opened a brand new European warehouse, refreshed its web site and revealed a ‘zero revenue pricing’ collaboration with esports organisation Immortals.

The top aim for We Are Nations is to be the worldwide chief in genuine esportswear merchandise. Though Sass couldn’t verify any particulars, he stated there’s a powerful risk that Nations will proceed its regional enlargement within the coming months. 

Picture credit score: N2 / Nations

The principle cause the corporate constructed its bodily warehouse within the Netherlands is, in fact, a logistical one. Sass famous that We Are Nations has most of its inventory in stock and the sensible enterprise thought is to unfold stock round completely different centres. This makes transporting to clients quicker and cheaper. 

Within the bodily realm, a vacation spot retailer is a retail retailer individuals will exit of their approach to store at. We Are Nations could be very a lot focused on being the premier go-to on-line buying vacation spot for esports-related attire on the earth. As such, quite a lot of effort has been made to enhance all elements of the buying expertise.

One such innovation is the ‘Nations Dwell’ tab on its web site, the place clients can watch occasions straight by the Nations web site and be a part of particular promotions.

Sass defined: “Any time there’s a dwell occasion occurring or a giant occasion like The Worldwide or League of Legends Worlds, we’ve a feed embedded proper into our web site that you might entry proper from our web site. After which from there, you click on on that, and you might store for something particular to that occasion. 

“So when The Worldwide was occurring your complete Worldwide assortment was viewable proper on the right-hand facet. So we’re bringing visitors to our web site for the aim of watching TI, then, on the similar time, we could possibly be like: ‘hey, you already know, purchase this.’”

Sass stated this easy addition to the web site gives big worth for We Are Nations. The corporate is basically capturing the esports viewers on its web site, offering further worth to clients whereas additionally having the chance to promote to them straight. 

Picture credit score: We Are Nations

Going above and past esports merch

The important thing element to being a vacation spot retailer within the esports vogue area is, for Sass, constructing a ‘vibe’ for the corporate that goes past its merchandise. Sass stated:“ We don’t need to be shoving merchandise down everybody’s throats — it’s extra a query of what else we will present.”

Sass continued by including that We Are Nations needs to be the primary mover within the trade. The corporate plans to take action by experimenting with new sorts of activations that aren’t frequent even inside the sports activities trade. The agency needs to create a hub not only for merchandise, however with data and actions for many who need to dive straight into the esports trade. 

For an illustration of that time, individuals solely want to have a look at N2, the model’s new foray into the streetwear-focused territory. The primary collaboration was with Yoshitaka Amano, a Japanese artist identified for his gaming-related conceptual illustration work. Sass commented: “[Amano’s] viewers is just like the esports viewers in that it’s very in regards to the artwork course. There’s a similarity there. Whereas N2 isn’t solely centered on esports and gaming, it’s centered on the tradition and constructing a narrative round that tradition.”

RELATED: We Are Nations opens European warehouse and relaunches web site

Sass added that N2 provides We Are Nations one other vertical to push in direction of, and additional choices to discover. N2’s product line is tailor-made to a broader market and never strictly to an esports viewers, though the overall designs do have a gaming aura round them. N2’s merchandise can have limited-time ‘drops’. That is just like how different streetwear manufacturers function, similar to Supreme, and provides a way of shortage and attract to its merchandise.

To conclude, Sass talked about that We Are Nations is aiming to be on the forefront of latest traits within the esports trade. Particulars across the new ventures stay secret for now, nonetheless, there will probably be additional collaborations and merchandise drops by N2. With hints at additional enlargement within the close to future, We Are Nations is actually conserving all of its choices open for 2022.

Supported by We Are Nations

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