Why are luxury brands creating digital worlds in Roblox? How popular is this, and what prospects are for companies to stay in the metaverse? How is Roblox driving fashion innovation?
In this article, you will get answers to all these questions, and you may even want to test one of the worlds in Roblox and try on something branded.
Why is Roblox the perfect platform for brands?
Roblox bills itself as a “fantasy platform ” that allows users to meet, chat, design their worlds and play millions of 3D games online. Roblox was launched in 2007 and reached the milestone of 202 million monthly active users last year.
In 2021, Roblox’s total revenue exceeded $1.9 billion. The online game has created its virtual ecosystem and financial structure and is multiplying.
Who is the backbone of this growing network? Generation Z. The youngest and most influential generation that the most prominent fashion brands such as Gucci, Tommy Hilfiger, Nike, Vans, Forever 21, Rebecca Minkoff, and others strive to conquer.
The younger generation spends a significant amount of their free time exploring the Roblox universe, living virtual lives, developing their avatars, and dressing them up in digital clothing. As this generation becomes an adult, they are more likely to want to associate themselves with one brand or another in the physical world. And then, they will come to Gucci and buy a jacket similar to the one they bought their avatar as a child.
Let’s look at the fashion brands already planting their seeds in the fertile land of Roblox.
Gucci
Gucci Town debuted on Roblox in October 2021, but since the end of May this year, it has become a permanent feature of the gaming landscape.
In the world of Gucci, you can visit a colorful digital villa, explore the Gucci vault, play games and earn GG Gems, create your artwork, take selfies in Gucci clothing and purchase the brand’s limited digital items.
The digital version of the Gucci Dionysus bag was resold for a staggering $4,115, $715 more than the physical original. Although initially, the digital bag cost only 475 Robux (about $6).
And most recently, Gucci updated Gucci Town as part of its latest Gucci Flora fragrance campaign, introducing new challenges and allowing fans to interact with brand ambassador Miley Cyrus’ avatar.
Tommy Hilfiger
In December 2021, Tommy Hilfiger made his debut on the Roblox scene with a digital clothing capsule collection created in collaboration with eight digital fashion designers from the Roblox community. The news created a sensation and sparked a further partnership with the platform, which came to fruition with the launch of the Tommy Playspace in March of this year.
Reflecting the legacy of Tommy Jeans street culture, the Brooklyn-inspired Tommy Playspace is a bright and cartoony urban space that even has its subway, where the walls are covered in graffiti, commissioned by real Brooklyn artists.
In Tommy Play, you can have fun doing extreme sports, jump on a BMX bike, race with your friends to win free items, earn Tommy Tokens and use them to buy new digital goods.
Ralph Lauren
Ralph Lauren made its digital debut at Roblox last winter with the launch of a virtual clothing collection and a particular space called The Winter Escape.
Ralph Lauren Winter Escape is a holiday adventure where players can ice skate with friends, drink hot chocolate from Ralph’s Coffee Truck by the fire, roast marshmallows, and go on a holiday treasure hunt to earn exclusive accessories.
Ralph Lauren’s digital collection consisted of eight winter sportswear looks, available exclusively for purchase at Roblox, and was inspired by the Polo Sport line from the 1990s.
Givenchy
In April 2022, the Givenchy Beauty House opened in Roblox. Visitors can immerse themselves in a fantastic digital space full of modern buildings and giant flowers, see a castle inspired by the house of brand founder Hubert de Givenchy, and even dance on an entire disco dance floor.
Users can also try cosmetics virtually with a dedicated makeup station and compete in competitions where they can win digital fashion items inspired by Givenchy accessories (such as the Irresistible backpack, padlock chain, and more).
Beauty House has received over 2.3 million visits since its launch, and this is probably just the beginning.
Nike
Nike has created its virtual environment called Nikeland to make sports and gaming a lifestyle. To date, Nikeland has received over 21 million visitors and has become a favorite with almost 118,000 players, according to Roblox.
In Nikeland, you can relax in sports, jump on a trampoline into space, play “the floor is lava,” or play lightning-fast three-on-three football. And in Nikeland stores, you can find super-sporty and stylish looks and accessories for in-game avatars.
What do all these Roblox games have in common? All of them are platforms for self-expression. More than half (57%) of Gen Zers said they feel freer in games than in real life, which is Roblox’s beauty. Users can interact more deeply with brands, creators, and community members and be creative in how they present themselves.
And thanks to a recent update, Roblox allows you to use layered skins. Players can now mix and match various Roblox 3D clothes items. Shirts, dresses, sweaters, jackets, and trousers are now worn in layers that affect each other, drape differently, and interact with each other.
Roblox-layered 3D clothing allows users to create a realistic look in the universe or experiment with incredible styles that cannot be found in the real world. This opens up tremendous opportunities for fashion brands, so shortly, we will see more and more new brands enter the metaverse and conquer it with their projects.
