Claire's ShimmerVille Transports Gen Z to a Place for Play & Shopping
Laura McQuarrie — October 26, 2022 — Marketing
ShimmerVille is invites Claire's "Gen Zalpha" community into a virtual space for exploring the metaverse, shopping, playing and connecting with friends. The experience within Roblox is dedicated to empowerment, self-expression and style, and it marks the brand's investment in a phygital future.
Beyond the metaverse, ShimmerVille seeps into the physical world with products, content and opportunities for engagement. For the launch of this metaverse for Gen Z and Gen Alpha, community members can look forward to outfitting their avatars with jewelry and accessories that can also be purchased at Claire's stores.
With brand partners, Claire's will be sharing limited-edition merch, unique pets and themed housing, as well as games and activities. Players can also look forward to earning digital currency within ShimmerVille.
Beyond the metaverse, ShimmerVille seeps into the physical world with products, content and opportunities for engagement. For the launch of this metaverse for Gen Z and Gen Alpha, community members can look forward to outfitting their avatars with jewelry and accessories that can also be purchased at Claire's stores.
With brand partners, Claire's will be sharing limited-edition merch, unique pets and themed housing, as well as games and activities. Players can also look forward to earning digital currency within ShimmerVille.
Trend Themes
1. Virtual Metaverse Experiences - Brands are investing in creating virtual metaverse experiences for Gen Z and Gen Alpha that include shopping, gaming, and socialization.
2. Phygital Integration - Physical and digital integration is becoming a key trend as brands expand into creating virtual experiences that can also be connected to physical world merchandise.
3. Digital Currency in Metaverse - Metaverse experiences are beginning to incorporate their own digital currency, creating new opportunities for revenue and engagement.
Industry Implications
1. Fashion and Accessories - Fashion and accessories brands can explore creating virtual experiences that allow customers to try out and purchase products within virtual spaces.
2. Gaming and Entertainment - Gaming and entertainment companies can expand into creating metaverse experiences that offer players more than just gaming content.
3. Retail and E-commerce - Retail and e-commerce companies can create immersive metaverse experiences for customers, offering exclusive products and digital events to drive brand engagement and loyalty.
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