Gap teams up with Roblox for a new metaverse experience.
Gap goes deeper into the metaverse thanks to a new partnership with a hugely popular digital gaming platform.
The specialist clothing retailer will launch a virtual experience without purchase in Roblox’s virtual game environment on Friday, May 20, 2022. In partnership with youth technology platform SuperAwesome, Gap is integrating the experience into Club Roblox, a role-playing, user-generated world built on Roblox.
Gap designed its virtual “Roblox Club Store” as a metaverse version of a physical Gap Teen store. The virtual store allows consumers to participate in digital activities, such as participating in Gap Teen’s fashion show mini-game, “Style Stage”, which allows users to create Gap Teen outfits based on various themes.
Users can also visit an in-store virtual juice bar and photobooth to take photos of their Roblox avatar and those of their friends. Metaverse replicas of the current Gap Teen collection are offered, including summer items.
Gap began its metaverse trading business in January 2022 with the global launch of a range of non-fungible collectible tokens (NFTs) with a gamified digital experience. At the time, Gap said it planned to learn more about how customers want to interact with a digital-first environment, with additional digital experiences planned for the future.
Gap’s latest foray into the metaverse follows in the footsteps of several other retailers who have built promotional and shopping experiences on the Roblox platform. Pacsun recently opened a fantastic interactive shopping center on Roblox called Pacworld.
American Eagle Outfitters launched its Spring 2022 “Members Always” campaign with metaverse extensions on platforms like Roblox. Customers could virtually visit the “AE Members Always Club” section of the Livetopia Roblox game and collect exclusive in-game items, including models from American Eagle’s Spring Collection, to equip their avatars.
In December 2021, Forever 21 launched a similar fashion retail experience on Roblox, titled “Forever 21 Shop City”. In December, Ralph Lauren also launched a holiday-themed digital promotion, The Ralph Lauren Winter Escape, on Roblox.
“We want Gap teens to feel represented and connected in an inclusive Gap world with an immersive and unique fashion experience that gives them the freedom to experiment with their individual style and be their true selves, both in real life as in this expanding digital universe,” said Mary Alderete, Gap’s Global Head of Marketing. “Involving teens in Club Roblox where they live and play gives them another way to socialize more and express themselves in new ways. to press. “
“This generation’s digital identities are quickly becoming as important to them as their real-life identities,” said Nick Walters, CEO of SuperAwesome Gaming. “We are excited to bring our expertise in secure digital engagement to a young audience to help Gap launch a new immersive experience that allows teens in Club Roblox to connect with their favorite fashion brand. Like ‘real’ fashion, this collaboration encourages players to be creative, express their digital identity and explore their unique style while having fun. †
Beginning May 20, 2022, the Gap experience will be available worldwide within the Roblox Club, for all age groups. To visit it, click here.