The game includes several worlds, like a city square, “Rainbow Fields,” “Neon Studiooo” and “Fabric Fooorest.” Players create clothing for their avatars through gathering materials in the worlds, called “environments” in the game, by playing mini-games and participating in styling sessions and live events, the retailer said. They can show off their creations on a virtual runway, and players can also trade clothing with other players using the Roblox game. As part of its focus on sustainability, players who want to change up their avatar can recycle their old virtual clothing to earn “super-rare elements,” the release said.
H&M is the latest retailer to launch a metaverse experience on Roblox, the gaming platform particularly popular with children and teenagers. West Elm in October last year released a Roblox experience that consisted of a virtual furniture store, coffee shop and merchandise boutique.
Walmart last September announced two metaverse experiences on Roblox, one that offered virtual toys and games, and another that offered virtual merchandise and live events.
Roblox has 45.5 million active users according to data from the Influencer Marketing Hub, and it’s most popular with young users ages 9-12, who make up more than a quarter of the game’s players.
In 2021, fast-fashion retailer Forever 21 released its “Forever 21 Shop City” game on Roblox, which allowed players to own and operate their own stores. Pacsun last year introduced “Pacworld,” a Roblox game where players could open their own virtual mall.