HomeClaire’s Stores Launches ShimmerVille: A Metamodern Community in Roblox Metaverse

Claire’s Stores Launches ShimmerVille: A Metamodern Community in Roblox Metaverse

Claire’ Store Inc. launching ShimmerVille or “Metamodern Ecosystem” shows how brands can find new direction in their marketing strategy through Metaverse.

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Updated: February 13, 2023

Claire’s Stores, Inc. has launched a new virtual world in the Metaverse on the global online platform Roblox. The virtual community space, called ShimmerVille, is a “Metamodern Ecosystem” that champions individuality. 

The launch of ShimmerVille marks Claire’s investment in a ‘phygital’ future and the brand’s commitment to continued innovation.

Claire’s Launches ShimmerVille, a transformative digital world of interconnected destinations to shake, shimmer and shine

The Campaign– ShimmerVille “Metamodern Ecosystem” Champions Individuality

Claire’s Stores, Inc. was the main company involved in the campaign. Claire partnered with Wonder Works Studio, a next-generation interactive media and gaming company known for its expertise within Roblox, the concept and development of ShimmerVille.

The ShimmerVille is a virtual world in the Metaverse on the online platform Roblox. ShimmerVille is described as a “Metamodern Ecosystem” that champions individuality.

The launch represents Claire’s investment in a “phygital” future, bridging the physical and digital worlds to create a unique consumer experience.

The virtual world provides a space for self-expression and personal style, inviting the Gen ‘Zalpha’ generation into a virtual community within the Metaverse. Users can create and style their personalized avatars and participate in various activities.

Through its partnership with like-minded brand partners, Claire’s hopes to offer limited-edition merchandise, one-of-a-kind pets, themed housing, games, and activities that provide endless opportunities for engagement.

ShimmerVille represents a new direction for Claire’s in terms of its marketing strategy. Its focus on self-expression and personal style provides a unique “phygital” experience that bridges the physical and digital worlds.

The virtual world of ShimmerVille is a departure from the traditional marketing campaigns that Claire’s has done in the past, offering a new and innovative way for the brand to connect with its customers and drive business.

Check out Claire’s Store ShimmerVille in Roblox

How Did the Campaign Perform?

It is still early to determine the results of the ShimmerVille campaign, but the virtual world has received positive reactions from the Roblox community. 

With its six interconnected destinations powered by its economy, visitors to ShimmerVille can earn digital currency. Users can earn digital currency through fun retail jobs, playing mini-games, or just spending time in the experience. 

Then, they can invest in a growing selection of fashion and jewellery. Also, build and personalize their homes, purchase vehicles, and gain access to special events and partner experiences. 

As the brand continues to evolve and innovate, ShimmerVille will surely be where fans can celebrate their individuality and self-expression.

What could Claire Stores Inc. Learn from Other Brand Campaigns in the Metaverse?

Claire’s Stores, Inc. has made a bold move in the Metaverse space with the launch of ShimmerVille. With its unique concept, design, and interactive features, ShimmerVille offers a ‘phygital’ experience that bridges the physical and digital worlds.

Which makes it the ideal place for fans on Roblox to shake, shimmer and shine. 

This new venture also represents the brand’s investment in the future. Metaverse will play a more significant role in how we live, work, play and connect.

With six interconnected destinations and its economy, visitors to ShimmerVille can experience the thrill of earning digital currency. Also, accessorizing their avatars and homes, and interacting with like-minded brand partners. 

Claire Store Inc. could learn more from other brand campaigns in the Metaverse, such as Nike, Gucci, Ralph Lauren, Tommy Hilfiger and Hyundai.

These brands have the same marketing campaigns creating virtual spaces to connect and retain customers through engaging content in the Metaverse.

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