As the metaverse continues to expand its digital sphere in the fashion industry, more and more brands are developing and executing their plans to adopt this new form of technology and many are doing this through the popular video game, Roblox. With the online gaming platforming selling over a billion digital items in 2022, the mass popularity for digital fashion in the game alone (excluding other initiatives such as AR/VR clothing and fashion NFTs), is not slowing down but just beginning.
It’s not a secret of the industry’s love for Roblox, as its younger, Gen Z audience (averaging 50 million users daily), embraces the new form of digital fashion. Now, the game is acting as a gateway for a brand’s entry into the metaverse.
Roblox serves as a special case on why collaborating with its platform brings much success to brands when entering the metaverse. Consultancy firm, Bain reports that 70% of luxury purchases are influenced by online interactions – and this number serves a further critical purpose for Roblox because its users see their avatars as a digital extension of themselves, allowing for creative alteration freedom of their features, clothes, and overall presence that they might not have in the real world. Because of this, Roblox users endow in special clothing as if its based in the physical world.
Collaborating with the game also gives brands the opportunity to deeply connect with a whole new generation of consumers in a more authentic way. Unlike advertisements, which serve the purpose of pushing brands through awareness of scrolling users, the model of such partnerships is focused on digital goods and services, enriching the experience of the users. Geeiq’s Charles Hambro further explains, “Facebook makes money from brands, Instagram makes money from brands — but Roblox makes money from players”.
As traditional advertising becomes more challenging for the fashion industry, with users ignoring digital advertisements, using third-party ad blockers, and paying more on specific platforms to bypass ads, the attraction of directly connecting with targeted users through Roblox is catapulting. According to Morgan Stanely, it is projected that by 2030, digital fashion can boost the fashion industry’s revenue by 50 billion dollars.
Roblox’s collaboration with Gucci began in October of 2021, debuting what is now known as Gucci Town. Its success roared amongst users, leading for the luxury house to permanently establish its experience where players can explore a magical garden with different activities. Most notably, a digital Gucci bag was sold on the platform for $4,115, a $700 markup of the physical counterpart that holds actual value in the world unlike the former.
Last winter the brand launched its digital space on the gaming platform, creating a special, winter-themed experience entitled The Winter Escape. The collection of fashion available to users followed a sporty theme, using the season and archival pieces to create its fashionable looks. The experience offered players a winter wonderland, with activities ranging from a skating rink to hot chocolate stands.
Gathering over 2.3 million users during the period of its debut, Givenchy created the Givenchy Beauty House on Roblox last April. The digital space featured a castle in which players were able to roam free, party on a disco floor, and even enter a beauty contest to win some of the brands digital goodies in the game.
In September of 2022, Roblox launched its first metaverse fashion trend report – solidifying its dive into the metaverse with brands. The report centered on surveying 1,000 individuals a part of Gen Z, showcasing astounding findings; including that 70% of Roblox users influence their physical styles based on how they dress their avatars in the game. It is expected that as the presence of the metaverse further expands, it will hold a more and firmer grip on physical fashion trends than ever before.
Vice President of Global Partnerships at Roblox, Christina Wootton sees high hopes of what is yet to come, stating “With Gen-Z consumers spending more time in immersive spaces and increasingly growing their economic power and influence on fashion, trends from the metaverse are expected to have a profound impact on physical fashion.”
With new routes of the metaverse constantly being embraced by the fashion industry, it is an exciting time of innovation that is increasingly becoming unwrapped as more and more collaborations and inventions spur. We at ÀLA.HAUSSE open the new digital age with open arms, as technology is what brews change – and change creates unprecedented experiences for fashion that further leads us into the future.
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