Forever 21 Unveils a Metaverse-Based Fashion Collection on Roblox
References: forever21 & retaildive
Forever 21 is continuing its metaverse strategy by introducing the ‘F21 Metaverse Collection,’ a digital fashion collection inspired by the brand’s first year on the video game Roblox. The collection comprises hoodies, T-shirts, and a beanie with Forever 21’s branding. There is also a series of limited edition virtual accessories available to players once per day for 24 hours, and consumers can score a physical version of the ‘Forever Beanie.’
“Our initial goal with Forever 21 Shop City was to expand how we engage with our customers and make our products accessible to all,” Winnie Park, Forever 21's CEO, commented. “With the success of the virtual Forever Beanie in our Roblox store, we are thrilled to bring this beloved product and the entire F21 Metaverse Collection to life.”
Image Credit: Authentic Brands Group
“Our initial goal with Forever 21 Shop City was to expand how we engage with our customers and make our products accessible to all,” Winnie Park, Forever 21's CEO, commented. “With the success of the virtual Forever Beanie in our Roblox store, we are thrilled to bring this beloved product and the entire F21 Metaverse Collection to life.”
Image Credit: Authentic Brands Group
Trend Themes
1. Metaverse Fashion Collections - The rise of virtual fashion collections presents an opportunity for designers and retailers to expand their offerings beyond physical clothing and tap into the growing community of gamers and virtual world enthusiasts.
2. Limited Edition Virtual Accessories - Creating limited edition virtual accessories not only generates excitement among gamers, but also allows brands to test out new designs and gauge interest before investing in physical production.
3. Branded Virtual Products - Developing branded virtual products that resonate with consumers can unlock a new revenue stream for companies while also building brand loyalty and engaging with a younger, tech-savvy audience.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage virtual platforms to reach new audiences and experiment with designs without the need for physical production and inventory.
2. Gaming - Gaming companies can partner with fashion brands to offer virtual clothing collections and accessories that enhance the gaming experience and provide players with more customization options.
3. Marketing and Advertising - Marketers and advertisers can tap into the Metaverse trend to create immersive brand experiences and target younger, digitally-native audiences who are more likely to engage with virtual content.
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