Clothing brand DressX debuts on Roblox, teaming up with Puma for a fresh virtual game experience
In a bold move to connect fashion and gaming, several prominent brands have set foot in the metaverse, partnering with Roblox to launch virtual collections and stores. These brands, including Gucci, Dolce & Gabbana, and Puma, are targeting Gen Z and Gen Alpha, capitalising on the platform's popularity with these younger audiences.
Gucci created a virtual Gucci Garden experience, offering exclusive digital accessories to players. The blend of high-fashion aesthetics and gaming culture has proven to be a hit, drawing in a younger audience that values both fashion and gaming.
Dolce & Gabbana launched the Light Blue Island, inspired by its Light Blue fragrances, offering an interactive adventure for Roblox users to explore and unlock branded avatar accessories. The campaign specifically targets Gen Z by integrating branded mini-games and immersive storytelling based on the island of Capri.
Puma, in collaboration with the digital wearables company DressX, has released a Roblox game called DressGo. Players undertake styling challenges and can unlock Puma digital clothing via mystery boxes. This initiative aims to engage female gamers and the broader Gen Z demographic through fashion-forward digital wearables.
Other brands like Adidas, Mango, and Vans have also launched virtual collections and stores on Roblox, all with the intent to capture the attention and spending power of younger digital-native audiences such as Gen Z and Gen Alpha.
Ivan Dashkov, Puma's head of emerging marketing tech, stated that the partnership with DressX allows Puma to deepen its presence on Roblox without having to build a new experience from scratch. This strategic shift by fashion and lifestyle brands to embed themselves in metaverse platforms like Roblox leverages digital wearables and virtual experiences to create brand engagement that resonates with younger generations.
Players have the option to purchase mystery box items using Robux to wear them across the Roblox platform. DressGo, built with Gen Z in mind, offers mystery boxes that players can unlock through randomized drops, with the option to wear mystery box items for free within the game.
DressX has launched digital wearable collections on multiple platforms, including Roblox, Snapchat, EA, and Meta Avatars, demonstrating the growing trend of brands embracing the metaverse to reach younger audiences. As the line between the physical and digital worlds continues to blur, it's clear that the future of fashion is in the metaverse.
[1] Gucci Garden on Roblox: https://www.roblox.com/games/1044959081/Gucci-Garden [2] Roblox and DressX Partner for Puma's Digital Clothing Launch: https://www.businessofapps.com/news/roblox-dressx-partner-puma-digital-clothing-launch/ [3] Dolce & Gabbana Launches Light Blue Island on Roblox: https://www.roblox.com/games/1047302674/Light-Blue-Island [4] Brands Embrace Roblox: https://www.forbes.com/sites/jenniferhicks/2022/01/20/brands-embrace-roblox-as-the-next-frontier-for-engaging-gen-z-and-gen-alpha/?sh=7b9d6d4246d9
- Ai technology is playing a significant role in the fashion industry, as brands like Gucci, Dolce & Gabbana, and Puma use virtual platforms like Roblox to launch digital collections and stores.
- Fashion brands are targeting younger audiences, such as Gen Z and Gen Alpha, by creating interactive virtual experiences, like the Gucci Garden, the Light Blue Island, and Roblox games like DressGo, which offer exclusive digital accessories and branded avatar accessories.
- The blend of fashion and technology is being embraced by brands as a way to engage with digital-native audiences, with brands like Adidas, Mango, Vans, and Puma partnering with digital wearable companies to release virtual collections and games.
- The future of fashion seems to be in the metaverse, with brands like DressX launching digital wearable collections on platforms like Roblox, Snapchat, EA, and Meta Avatars, and players having the option to purchase and wear digital clothing and accessories across these platforms.
