Forever 21’s metaverse venture lets Roblox users customize virtual fashion stores

Short Dive:

• Forever 21, a retailer owned by Authentic Brands Group, is following the Roblox bandwagon with an exclusive partnership with gaming platform, per press release. This includes Forever 21 Shop City, where users and fashion influencers own and manage stores as they try to become the “top shop.”
• Users start with a customizable glass shop and can earn points for expanding their shop and adding options such as customized exteriors with lighting and architectural themes. Forever 21 Shop City has four themed districts — entertainment, obstacle course, food court, and yellow carpet — where users can role-play, meet friends, find hidden rarities, and build their community.
• The retailer hopes to engage popular platform players through fashion retail play and by encouraging them to express their individuality with “unprecedented customization options,” per release. Virtual Brand Group, a metaverse creation company, is also part of the effort.

Diving Insights:

Forever 21 Shop City comes at a time when a variety of consumer products are available in the metaverse, such as burritos, sneakers, and cars, reflecting the efforts of major brands to try to bridge digital and real-world strategies and engage young consumers who are familiar with gaming and often resist traditional advertising tactics.

As Forever 21 releases new collections on physical stores and e-commerce, Forever 21 Shop City will simultaneously offer the ability to add the same merchandise to each store or purchase it for one’s Roblox avatar, reflecting how shoppers are increasingly jumping between the physical and digital worlds. on the way to make a purchase. December 21 will mark the first Forever 21 Day, a monthly promotion that introduces new content and activities.

The fast fashion retailer is focused on leveraging Roblox to build community by launching some of the biggest content creators and influencers on the platform, per release. Sam Jordan (@Builder_Boy) curated the Forever 21 Shop City fashion line in partnership with @Beeism, @OceanOrbsRBX, and @JazzyX3, who have all created items exclusive to Forever 21 Shop City and collectively have millions of sales on the platform. In addition, Forever 21 Shop City will feature stores designed personally by influencers such as KrystinPlays, Shaylo, and Sopo Squad.

Users will run their stores with real-life functionality including keeping inventory, doing various jobs, helping customers, operating cash registers, hiring employees, and decorating their stores. Game features include the ability of shop builders to select and swap their locations anywhere in the game.

“With Forever 21 Shop City, our goal is to expand the way we engage with customers, expanding our presence and products in new ways,” Katrina Glusac, chief merchandising officer at Forever 21, said in a statement.

The retail presence on Roblox follows a similar strategy used by blue-chip marketers such as Nike and chipotle. Last month, Nike launched Nikeland, an interactive space within the Roblox gaming platform that represents the biggest stakes in athletic apparel marketers in the metaverse.

Vans and Hyundai are among other companies experiment with promotions on Roblox. Recent Vans World activations that have similarities to Nikeland, such as online gaming and virtual trials, attracted more than 40 million visits, executive stated.