Fashion Dreamer owes over half of sales to overseas players, but is still not meeting targets 

Japanese game publisher Marvelous revealed sales figures for their Nintendo Switch-exclusive dress-up game Fashion Dreamer. It seems that the title owes over half of its profits to overseas players, but that it has not performed as well as originally anticipated. 

Fashion Dreamer is a fashion game in which you become a virtual influencer. You create your own brand, design looks to earn Likes, and evaluate other creator’s outfits. The game allows you to interact with others online and unlock new items to incorporate into your wardrobe as you play.  

Developed by Japanese studio syn Sophia, Fashion Dreamer was released on November 3, 2023 and was met with a fairly positive response, as users praised the modern take on the dress-up genre, as well as the game’s high degree of customization. On the other hand,  Fashion Dreamer was also criticized for its gameplay feeling too “grindy” at times as well as a lack of central plot elements. But how well did the game do commercially? 

Recently, Marvelous published a summary of a financial briefing made to shareholders. The report reveals that since its release, Fashion Dreamer has sold close to 500,000 copies worldwide. Furthermore, 60% of the sales came from outside of Japan. While these figures do not appear insignificant at all, it seems that the game did not achieve its original sales forecast. The report mentions that the sales target was lowered due to initial expectations being set too high. 

At the same time, according to the report, the publishers regard the game as being “successful to a certain extent,” especially considering it is a new original IP, and see potential in continuing to develop it further. Fashion Dreamers received a big New Years Update in January this year, which means players can still look forward to new content and improvements going forward. 

Fashion Dreamer is available for the Nintendo Switch.