Digital Fashion; Luxury Fashion Brands and Roblox Collaboration.
Imagine making real dollars from digital fashion products, a bit absurd but yes it is happening. A luxury fashion brand Gucci did just that in Roblox where its virtual Gucci bag got sold for $4,115. The surprising part is that the real tangible Gucci bag is worth $3400, cheaper than the virtual item. It is no wonder that in near future more and more luxury brands will make their way to the Roblox ecosystem.
Christina Wootton, VP of brand partnerships, said that last year December two Roblox creators came up with virtual items. These items were available on Roblox Avatar Marketplace and players found it interesting and the idea clicked. Moreover, there are over 8 million active creators on Roblox with 42.1 million daily active users. Another interesting stat about Roblox is that more than 44% of the players base a female in 2020. This makes Roblox a fascinating market for luxury fashion brands to cash in and make collaborate with the creators.
Li Jin of Atelier Ventures weighed in and said, “Brands and advertisers are always looking to meet consumers where they’re spending their time. And for a lot of young people, that’s Roblox. What’s cool about the platform is that they can create much more immersive brand experiences than what had been possible via other formats.”
Moreover, it is not just about selling virtual items that have attracted luxury fashion brands. In May this year, Roblox hosted a virtual exhibition in collaboration with Gucci which came to known as Gucci Garden. In regards to the exhibition, Wootton said, “personalized textures and patterns that each visitor’s mannequin absorbed as they moved through the different rooms in a randomized order, emerging at the end of their unique journey as one-of-a-kind works of art.”
The virtual collaboration also has had a positive effect on Gucci’s revenue which was up 20% year over year. The virtual push from Gucci is not limited to Roblox, it is making its way to other venues like Sims4, Animal Crossing, and Pokemon GO.
Digital fashion is now making real dollars and more and more luxury brands are making their way to the gaming industry. It seems that there is no limit to creativity when it comes to fashion brands.
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