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Forever 21 Shop City in Roblox Metaverse

Forever 21 Shop City campaign allowing users to run their own store in the Metaverse and engage in the community in new ways.

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Updated: February 4, 2023

Forever 21, a fashion brand, has partnered with Virtual Brand Group (VBG) and launched Forever 21 Shop City on Roblox, a Metaverse creation platform. 

The retail experience allows users and influencers to run their stores in the Metaverse and hire NPCs to work there.

The Campaign–Forever 21 Shop City in Roblox

The campaign was a collaboration between Forever 21, a fashion brand, and Virtual Brand Group (VBG), a Metaverse creation firm. They launched Forever 21 Shop City on Roblox.

Forever 21 Shop City aims to provide a new space on Roblox for Forever 21’s fans. Connect with their community and bring their vision of Forever 21 to life. It also allows Forever 21 to expand its customer engagement by extending its presence and product in new ways.

The retail experience is designed to let users and influencers run their own stores in the Metaverse. They can also hire NPCs to work there. Forever 21 Shop City also includes clothing and accessories available where users can buy and sell.

Users must stock inventory, assist customers, use cash registers, and more. Players will start with a stylish glass store ready to be assembled. Then, when they’ve earned points and upgraded their stores with customisation options.

Options are to add more floors and customise the exterior with lights. Also, architectural themes include cottage Core, FutureScape, Cyber Punk, Malibu Building, and EcoUrban.

When Forever 21 releases new collections in their physical and e-commerce store, Shop City will also offer the same merchandise to outfit your avatar. Users can also have their merchandise from the virtual world as real thing.

The Shop City also has four themed areas: entertainment, food court, yellow carpet, and obstacle course. Users can meet friends, discover rare items, build community, and play games.

Forever 21 Shop City is different from other campaigns the brand has done. Because it allows users to run their stores in the Metaverse and engage with the community in new ways. 

Check out Sopo Squad Gaming exploring Forever 21 Shop City in Roblox

How Did the Campaign Perform?

The result of the campaign is not that clear. According to the Roblox data, it has up-to-date 2,206 favourites from players and 260.1K visits. However, Forever 21 made a splash selling digital goods that users buy to outfit their avatars with their testing experiment. 

The testing experiment includes a black beanie that sold for about 70 cents. It is on track to be purchased 1.5 million times last year, making it one of the brand’s top-performing items.

The Forever 21 Shop City Metaverse launch is considered one of the biggest metaverse launches last year, uniquely combining the physical and virtual worlds.

This campaign combines the physical and virtual worlds by delivering IRL content from Forever 21 in-game and finding ways for Roblox UGC creations to exist in IRL.

It is also considered a testing ground for physical products as Forever 21 aims to test products digitally, which costs less than testing them in physical stores.

What could Forever 21 Learn from Other Brand Campaigns in the Metaverse?

Forever 21’s latest push is a sign that virtual worlds have the potential to be more than glorified brand billboards. As it offers customers unique and engaging shopping experiences.

The sales performance of Forever 21 Shop City in Roblox convinced them to make accurate versions of digital goods, like beanie, which is below $500 to make.

Like other brand campaigns in the Metaverse, Forever 21 could learn more from Gucci, Ralph Lauren, Tommy Hilfiger, Adidas, and Nike.

These brands are in the same fashion line, and they could learn from each other marketing campaigns and strategies to attract new and retain old customers.

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