Forever 21 tests ‘real’ products in the metaverse
Forever 21 is launching what it calls its first-ever “metaverse-inspired” fashion collection.
The fast-fashion retailer is releasing the “F21 Metaverse Collection” in its brick-and-mortar stores and on its e-commerce site. The collection features hoodies and t-shirts, designed with elements from Forever 21’s virtual metaverse offerings and includes a real-life version of the “Forever Beanie,” the top-selling item in Forever 21’s Shop City shopping environment on the Roblox immersive gaming platform.
In addition, for the first time Forever 21 Shop City will offer a limited-edition tradeable Roblox accessory collection, with one new item available each day for six hours from Dec 5-9.
Forever 21 Shop City – a closer look
With this new collaboration, Forever 21 is making a major effort to expand the virtual world of Forever 21 Shop City. In this metaverse environment, customers are able to buy and sell the retailer’s merchandise, including accessories and clothing, hire non-player characters (NPCs) as employees, and customize every aspect of their own store as they try to become the “top shop” in the experience.
In addition, a virtual flagship store located at the hub of Forever 21 Shop City enables users to get drops of new merchandise for themselves and their stores, restock inventory, socialize with others, and check out new design elements to use in their stores. As Forever 21 releases new collections in its physical and e-commerce stores, Forever 21 Shop City will simultaneously offer the ability to add the same merchandise to each store or buy it for a customer’s Roblox avatar.
All users start with a ready-to-be-customized sleek glass store. As they succeed at in-game virtual tasks, users earn points to expand their store. This includes adding additional floors and options, as well as customized exteriors with lights and architectural themes including Cottage Core, FutureScape, Cyber Punk, Eco-Urban, and Malibu Mansion.
Forever 21 Shop City also features four themed districts including entertainment, obstacle course, food court and yellow carpet, where users can role play, meet up with friends, discover hidden rare items, and build their community.
The retailer launched Forever 21 Shop City in collaboration with a number of popular Roblox content creators and influencers, who are creating exclusive items and personally designed stores for the experience. Forever 21 has also been working with metaverse design firm Virtual Brand Group in creating and expanding the experience.
Other recent Forever 21 initiatives with a metaverse component include a partnership with Mattel to release a special assortment of vintage style apparel items, swim, sleepwear, beauty, accessories, and home décor, inspired by the Mattel Barbie DreamHouse line of toys. The collection was made simultaneously available in-store, online, and in Forever 21 Shop City.
“Our initial goal with Forever 21 Shop City was to expand how we engage with our customers and make our products accessible to all,” said Winnie Park, Forever 21 CEO. “With the success of the virtual Forever Beanie in our Roblox store, we are thrilled to bring this beloved product and the entire F21 Metaverse Collection to life.”
“Since its launch on Roblox last year, Forever 21 has pushed boundaries, becoming the first and largest retailer to make on-trend virtual fashion accessible. Today’s launch showcases how Forever 21, in partnership with VBG, has created an entirely new way to innovate, design and retail fashion globally,” said Justin W. Hochberg, Virtual Brand Group CEO. “Roblox is a phenomenal platform, and I can’t wait to reveal the next exciting experience that consumers can expect from Shop City.”
Forever 21 operates more than 572 locations globally and online.