H&M becomes the latest apparel brand on Roblox as immersive brand engagement heats up

Latest Roblox figures show more than 62 million clothes and accessories were created on its platform in 2022

Engaging existing customers as well as prospecting globally has seen H&M become the latest fashion brand to launch an immersive metaverse experience on Roblox. And with clothing and accessories creation growing on the platform by 25 per cent year-on-year, there’s no doubt there’s plenty more to come.

The new H&M Loooptopia Experience on Roblox gives players the ability to create virtual garments and wardrobes for their avatars, experimenting with materials and patterns. Centred around a city square, there are mini-games, styling sessions, alternate world environments, events and other social interaction opportunities through the experience.

For example, the four alternate worlds – Loooptopia City, Rainbooow Fields, Neon Studiooo and Fabric Fooorest - allow users to gather fashion ingredients, jump on scooters to zoom, or use jump pads, ziplines and obstacles to reach hard-to-find items. Avatars can also be styled through accessories, dance moves, music tracks and special effects as part of a runway performance.

In and around the immersive play is a circular economy educational element. Users can trade clothes with friends as well as recycle old clothes to earn super-rare elements and become the star of the runway show. The H&M experience was created in partnership with metaverse studio Dubit.

“People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds,” said H&M Americas head of customer activation and marketing, Linda Li. “The H&M Loooptopia Experience on Roblox is now allowing us to explore new ways to engage with our current and new customers in the places they love to be, both online and offline.

“In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

Dubit chief commercial officer, Andrew Douthwaite, said the objective was to offer an experience that promotes fun and sustainability, in keeping with H&M’s brand DNA of style, creativity and culture. 

“It’s been amazing to see the concept evolve from the initial design and workshop through to this iconic launch,” he said.

H&M global head of brand experience, metaverse, Max Heirbaut, added the brand wanted to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen.

“H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and lets players create and evolve their virtual wardrobe on Roblox, so they can feel the most like themselves through their avatar,” he commented.

H&M isn’t the first fashion or apparel brand to get into Roblox. Gucci is one of the most notable luxury brands jumping into the immersive experience world, and gained significant headlines when it sold a virtual handbag on Roblox for more than its physical counterpart. Gucci has not only had activations in Roblox, such as Gucci Garden Archetypes, it’s also maintaining a constant presence in the immersive gaming platform through Gucci Town. The space includes a central piazza and various areas for games, Creative Corner, Selfie Way and virtual shop.

Nike also has a sizeable presence in Roblox after launching Nikeland in late 2021. Those who join in can style their avatars with Nike gear, create mini-games, play sports such as basketball and soccer with friends, gain virtual sports superpowers and unlock other elements.

Other brands that have experimented on the platform include Burberry, Ralph Lauren, Vans, Tommy Hilfiger, and Karlie Kloss. In all, Roblox said over 11.5 million creators have designed more than 62 million clothing and accessory items on Roblox during January – September 2022, up 25 per cent year-on-year.

According to the recent Roblox Metaverse Fashion Trends report, half of survey respondents change the clothing of their avatars at least once a week, two in five for self-expression. In addition, nearly three in four said they would spend money on digital fashion, with one in four spending $20 - $100 for one item.

Specific to Gen Z, 70 per cent of Roblox’s survey respondents said their avatars dress somewhat like they do in real life, and 70 per cent get inspiration from how their avatars can be dressed. Two-thirds also expressed excitement about wearing designer labels on Roblox.

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