Forever 21 Enters the Metaverse with Virtual Shop

Fashion retailer Forever 21 has teamed up with Virtual Brand Group, a metaverse creation company, to create a fashion experience in the metaverse.
Forever 21

The experience, “Forever 21 Shop City,” is designed for online platform Roblox, where users, fashion influencers and creative world builders can own and manage their personal store. Users can buy and sell Forever 21 merchandise, hire non-player characters and customize their shops. 

The partnership with Roblox highlights the ways retailers are looking to connect with users in the metaverse as platforms and digital experiences rise in popularity. Forever 21 also recently announced it partnered with JCPenney to offer an assortment of apparel and accessories at 100 JCPenney stores.

Forever 21’s game was also launched in collaboration with some of Roblox’s most “fashion fabulous” user-generated content creators and Roblox influencers, including Sam Jordan @Builder_Boy, who curated the Forever21 Shop City fashion line in partnership with @Beeism, @OceanOrbsRBX and @JazzyX3, who have all created exclusive items for Forever 21 Shop City. The users have collectively had millions of item sales on the platform. Other influencers, including KrystinPlays, Shaylo and the Sopo Squad, will also have their personally-designed stores featured on Forever 21 Shop City.

“The metaverse is the most transformative innovation since the creation of the internet. Roblox is one of the platforms creating the biggest business opportunities for brands with more than 50 million daily active users who socialize and live digital lives for hours every day, just like my son, daughter and all their friends do. That’s why I created the Virtual Brand Group,” said Justin Hochberg, CEO of Virtual Brand Group. “Our collaboration with Forever 21 marks not just one of the biggest metaverse launches this year, but also one that uniquely combines the physical and virtual worlds by delivering IRL content from Forever 21 in-game and finding ways for Roblox UGC creations to exist IRL.”

Customers who build their own stores can control the store location, tasks that run the functionality of the store, customize the interior, curate merchandise and upgrade their stores and assortment.

Players can also meet up within four themed districts in Forever 21 Shop City, including entertainment, obstacle course, food court and yellow carpet, where users can role play, meet up with friends, discover hidden rare items and build their community. Every 21st of each month, Forever 21 Shop City will have “Forever 21 Day,” integrating new themed content and activities. The first-ever Forever 21 Day will take place Dec. 21 and will commence with a holiday-themed update.