Forever 21’s Metaverse Venture

The metaverse is an immersive experience whose popularity has increased during the pandemic.

Some brands like Gucci and Hyundai have built their virtual worlds, and brands like HBO, Nike, and Sephora are leaning into AR and VR experiences.

Brands are not only creating branded digital worlds and items, but are also showing up in metaverse environments through digital advertising. Industry experts are predicting that metaverse marketing will soon become a necessity for all brands. 

Forever 21 is now one of the many brands that is exploring the creative ways virtual reality can engage consumers and keep them coming back for more.

The metaverse is now a novel way for businesses to get the attention of consumers in a competitive online global market.

Forever 21 will let players operate their own custom virtual stores inside Roblox.

Virtual Brand Group and Forever 21 announced an exclusive partnership to build a fashion retail experience on Roblox. The Forever 21 Shop city experience is designed to allow Roblox users and fashion influencers to own and manage their personal store. 

Users will be able to buy and sell Forever 21 merchandise including accessories and clothing, hire characters as employees, and express themselves by customizing every aspect of their own store as they try to become ‘the top shop’ in the experience.

Shop builders can select their locations and run the store with real-life functions including stocking inventory, working different jobs, operating the cash register, assisting customers, hiring employees, and decorating storefront windows. 

Players can buy, mix, and match assets within their store, from furniture and fixtures to art, lighting, and music.

As the brand releases new collections in its physical and e-commerce stores, Forever 21 Shop City will simultaneously offer the ability to add the same merchandise to each store.

Consumers who explore the virtual store will have access to some exclusive gear, like a zip-up jacket and a faux fur backpack from Kendall and Kylie Jenner. 

This campaign is an attempt by Forever 21 to evolve with the customer, and to provide them with products that suit their ever changing needs.

The campaign is not only cutting edge, as the retailer is focused on leveraging Roblox to build community by launching with some of the platform’s biggest fashion-forward influencers and content creators.

Forever21 Shop City will feature stores personally designed by influencers such as KristinPlays, Shaylo, and the Sopo Squad. The brand hopes to engage Roblox’s players through gamifying fashion retailing, and by encouraging them to express their individuality. 

Ronn Torossian is the CEO and Founder of 5W Public Relations. Torossian is also the author of leading PR Book ‘For Immediate Release’.

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