Forever 21 Launches A Retail Experience On Roblox With Help From Creators
Source: Forever 21
Forever 21 joined forces with Virtual Brand Group, a metaverse creation company to build a fashion retail experience on Roblox.
On Forever 21 Shop City, users can customize their own shops to sell and buy Forever 21 merchandise in an effort to become the “top shop.”
Users can also role-play and meet up with friends throughout Forever 21 Shop City’s four themed districts in entertainment, obstacle course, food court, and yellow carpet.
The retailer has also collaborated with notable Roblox creators such as Sam Jordan, who helped design exclusive items for Forever 21 Shop City. Other creators like KrystinPlays, Shaylo, and the Sopo Squad helped design stores.
On the 21st of every month, Forever 21 Shop City will host Forever 21 Day, which features the integration of new themed content and activities.
Forever 21 has become the newest brand to bring its brand and products into the metaverse.
With Nike's recent acquisition of RTFKT and Adidas' recent launch of an NFT, brands are slowly finding ways to connect the physical and digital worlds. This allows them to reach a growing population of consumers who are exploring the metaverse via NFTs and gaming platforms like Roblox.
Forever 21 leverages some of today's biggest trends through its Forever 21 Shop City that revolves around e-commerce, gaming, creators, and the metaverse.
One thing that shouldn’t be overlooked is the role that creators are playing in Forever 21’s recent move. By bringing creators into the fold, Forever 21 adds credibility to this project. Notably, Forever 21 opted to work with creators who are native to Roblox instead of the typical fashion creators they work with on other activations.
As a result of launching a Roblox presence, Forever 21 can engage its existing customers in a new way. They can also reach prospects, especially the younger generation, who spend hours on digital platforms like Roblox, which has more than 50 million daily active users.
Brands today have the goal of being present across all social media platforms, but with the eventual explosion of Web3, that goal will soon extend to NFTs, Roblox, crypto, and the metaverse.
