THEFew people know what it is. But today everyone wants to be there, at least in the fashion field. The craze of Roblox it infects brands and Maisons, attracted by the new world: the virtual one developed thanks to Artificial Intelligence.
From Max Mara to Mango, there are several labels that today choose to land on the gaming platform. But what exactly is Roblox? And why do fashion players carve out a place in the sun right here?
What is Roblox and how does it work
Developed by David Baszucki and Erik Cassel and launched in 2006, Roblox is available on Windows, MacOS, Xbox, iOS, Android. In recent years it has become extremely popular, especially among the younger generations. A virtual amusement park: there are so many in it games created by users, and everyone can launch new ones thanks to a specific tool, Roblox Studio.
A “Matryoshka” of experiences for all ages: but its appeal lies entirely in the fact of being able to create a profile that is very reminiscent of that of Facebook, interact with other users, create exchanges and interactions. Second the latest data reported by CNN, its average monthly user base is 214 million players; over 70 million daily active users, according to third quarter 2023 reports. One of the main reasons why the most prominent fashion brands have decided to be there.
An image from Max Mara Coats Adventure on Roblox (Photo: Max Mara).
Creating your own account and avatar is free, and also provides access to those under 18 years of age, with parental consent. At the basic level you pay nothing, just access to Roblox Studio (the section that allows you to develop new games). The premium Robux currency, also paid, allows players to purchase items, access to some games and, of course, also ad hoc virtual looks. Games that feature the VR tag allow access to experiences in the Metaverse, thanks to Meta Quest, available in beta version via App Lab. The version Xbox it is the only one available at the console level at the moment – but on the other hand, the users that Roblox is aimed at are certainly not those who grew up with Nintendo.
Max Mara Coats adventure
An innovative way for brands to attract younger consumers. Among the fashion houses that choose to join Roblox today, Max Mara: from 31 January 2024 users will be able to access Max Mara Coats Adventure. A lively and evocative space, designed for the most fashionable avatars: guiding them through the experience are dozens of iconic Teddy Bears, indispensable partners in overcoming a series of tests – the reference is obviously to the famous Max Mara coat of the same name.
An image from Max Mara Coats Adventure on Roblox (Photo: Max Mara).
The protagonists will be able to run on fabric meadows, among tree-shaped spools, or even travel along a rollercoaster carrying the legendary coats 101801 among buildings with imaginative shapes. The trendy game includes three areas: Pattern Labone virtual tailoring at whose work tables it is possible to try your hand at making different items of clothing and personalizing them; The Color Parkour, a series of paths in which to run and jump in an attempt to collect all the color spheres that make up the brand’s palettes; and the WunderKammeran imaginative “labyrinth of mental wonders” co-created with Atelier dell’Errore – an artistic collective hosted by the Maramotti Collection in Reggio Emilia. Talking with Teddy Bears then, you discover the Max Mara world in a nutshell: real and historical-cultural gems relating to craftsmanship and the textile industrywhich bring everything back to the level of reality.
The first Mango shop on Roblox, between real and virtual
«Gaming becomes a passage, a tool to be able to communicate with a generation that certainly has a proximity to gaming in that part of their lives, as well as a learning system» he declares Luigi Maramottipresident of the Max Mara group. Educate, including branding: the main purpose of the conquest of Roblox by fashion brands, as demonstrated by the arrival in the virtual gaming world of Mango. Its first immersive store will open here in 2024, located in the Outfit Shopping Mall, where users can purchase designer clothes and digital products Mango Teen for their avatars.
An image of the Mango shop on Roblox (Photo: Mango).
«The goal is to strengthen provide differentiated experiences, products and services for its customers in the physical, digital and virtual world» says the director of technology, data, privacy and security of Mango Jordi Álex Moreno. In addition to virtually displaying and selling products, the new “e-shop” Mango will offer users the opportunity to purchase the collections found in physical stores virtually through the Roblox Marketplace. But also to virtually try on fashion items and products in the brand’s store in the Outfit Shopping Mall – perhaps by taking a selfie, to capture memories of the shopping experience and share them with other users. And there will be no shortage of them Exclusive models designed for the metaversepresented with special events on the platform.
Fashion (already) on Roblox. With Gucci in mind
Among the other fashion brands that have already landed on Roblox, Puma, H&M, Forever 21, American Eagle. Among the forerunners who understood the potential of this virtual gaming world in decidedly unsuspecting times, Gucci: just think that a short distance from Sabato de Sarno’s debut with the Gucci fashion show Still at the last Milan Women’s Fashion Week, the show landed here too. Second McKinseyin 2021, Gucci’s Gucci Garden, located right in Roblox, attracted 19 million visitors in its first two weeks of opening.
AND a hyper cool Gucci Town rises on the platform from 2022. Louis Vuitton he preferred Fortnitebut this is another world… virtual. Who will be the next brands to compete in the fashion game?
iO Donna © ALL RIGHTS RESERVED