Forever 21 teamed up with Roblox for a digital experience called Forever 21 Shop City and it gives players the chance to build, own and manage their very own in-game stores. Through the virtual stores, non-playable characters can be hired as employees and Forever 21 items and accessories are put up for purchase. The experience tasks players with running the top shop, which involves stocking inventory, aiding customers, customizing the interior of the store and more.
Forever 21 Shop City also features four themed districts with include obstacle courses, entertainment, a food court and a yellow carpet.
This digital experience brings real Forever 21 items into the metaverse and it is supported by a community of Roblox players and influencers.
Gamified Virtual Stores
Forever 21 Shop City on Roblox Lets Players Build & Own an In-Game Store
Trend Themes
1. Gamified Retail - The collaboration of Forever 21 with Roblox for the creation of Shop City suggests new opportunities in gamification applied to real retail scenarios.
2. In-game Advertising - Forever 21's digital experience featuring advertising of in-game accessories offers a unique channel for reaching young customers who are avid gamers.
3. Virtual Employee Training - Forever 21 Shop City allows for the hiring of virtual employees, potentially leading to new ways of training staff for brick-and-mortar stores using gamification and virtual simulations.
Industry Implications
1. Retail - The evolution of gamification in retail could lead to increased foot traffic in stores and additional revenue streams through in-game and virtual purchases.
2. Gaming - The immersion of retail items and products in virtual games further opens up gaming as a growing platform for advertising and commerce.
3. Technology - The influence of gamification and virtual experiences on physical retail scenarios suggests a trend towards greater integration of technology in the industry as a whole.