Open world gaming platform Roblox released a new report last week examining the importance of self-expression in Gen Z’s online lives. The report “Digital Expression, Fashion and Beauty Trends in the Metaverse 2023” looks at the digital identity of users in the Metaverse and provides insights into the fashion and beauty trends of the virtual space.
At 56 percent, over half of Gen Z users surveyed said that the style of their avatar is now more important than their physical clothing style. For the report, 1,545 users between the ages of 14 and 26 from the USA and Great Britain were surveyed. The survey data was supplemented with behavioral data from the Robox platform from January to September 2023.
“In this year’s report, we explore the full spectrum of self-expression through digital identity, avatars and fashion – from the psychology behind creating an avatar look to perceptions of beauty to the impact of authentic self-expression on physical style trends, purchasing decisions and even psychological well-being. “In the data, we see how important authentic self-expression in immersive spaces is to many people – it helps them build trust and connection, in addition to their style,” said Christina Wootton, Chief Partnerships Officer at Roblox in a statement.
Growing importance of virtual styling
The report shows that the appearance of the avatar – the digital representation of a person in virtual space – continued to grow in importance in the first three quarters of 2023. Sales of digital fashion items and accessories on Roblox increased by 15 percent compared to the previous year. Almost 1.6 million digital fashion items and accessories for avatars were purchased on the platform, resulting in a total of 165 million updates to the styling of the virtual characters.
The clothing style of the avatar is not only important for Gen Z users: 64 percent of those surveyed between the ages of 22 and 26 also said that the styling of their avatar is more important to them than their style in the physical world.
Influence in the physical world
The report’s findings also highlight the interdependence between the metaverse and the physical world. More than a third of those surveyed were inspired by their avatar to change their physical hairstyle and 34 percent said they would try out different fashions and colors in the real world through digital styling.
The majority of respondents, 88 percent, said that the opportunity for self-expression in the metaverse helped them to better express themselves in the physical world. Expressing yourself through an avatar strengthens your self-confidence and helps you build connections with others. Additionally, 40 percent of respondents said it was easier for them to express themselves in virtual space as there were more ‘creative opportunities’ and ‘freedom of expression’.
Brand perception and purchasing decisions
The appearance and brands of digital products are important for many users. Almost half of those surveyed, 47 percent, said that it was very or extremely important to them that their virtual clothing items were from well-known brands. Behind this is also the willingness to invest: More than half of Gen Z users said they spend up to $10 a month on digital fashion. At 18 percent, one in six people are open to spending $50 to $100 a month on digital products.
43 percent of young users also want fashion brands to offer ‘twin items’ that are available both virtually and physically. But it’s not just the clothes of the avatars that are important, the purchase of makeup and hairstyles for avatars is also increasing. Roblox users have purchased more than 139 million virtual hairstyles this year alone, an increase of 20 percent compared to 2022.
“For Gen Z, we see that there is a symbiotic relationship between digital and physical fashion. We learn how important digital fashion is for the generation’s psychological well-being and self-expression. The ability to choose her avatar’s body, hair color and texture, skin tone, makeup, clothing style and mood to best represent her plays a crucial role. “Whether it’s a safe space to play with fashion or adopt their style from the physical world, digital fashion is crucial for Gen Z to explore, express and expand who they are,” says Ben Barry, dean and professor of equity and inclusion at fashion school Parsons School of Design.