Gap Roblox Store to Boost Teen Inclusion Among Other Perks

With virtual spaces from PacSun, Forever 21, and now Gap, the Roblox metaverse is beginning to resemble your local shopping mall. The speciality apparel retailer launched a virtual, purchase-free experience in the Roblox virtual gaming environment on Friday, May 20. The store was created in collaboration with Epic Games’ SuperAwesome, a kid-friendly developer.

   Gap dives deeper into the metaverse with its recent partnership with blockchain gaming giant Roblox. 

What is in store at Gap Roblox Store? 

The Gap Roblox Store, which focuses on promoting teen inclusion and freedom, will allow customers to participate in digital experiences. For instance, joining Gap Teen’s fashion show mini-game, “Style Stage,” lets users create Gap Teen outfits with different themes. In addition, Gap Teen’s summer marketing campaign inspired The Style game, which included digital copies of the current Gap Teen collection.

Customers can also enjoy a virtual juice bar and photo booth inside the store to capture photos of their Roblox avatar along with their friends. 

Mary Alderete, global head of Gap marketing, said :

“We want Gap teens to feel represented and connected in an inclusive Gap world with an immersive and unique fashion experience that gives them the freedom to experiment with their individual style and be their true selves, both in real life and in this rapidly growing digital universe”

The Club Roblox Boutique aims to provide teens with a place to show their individuality in the metaverse, aligning it with the objectives of young customers in the developing space. According to research performed by Vice Media Group and Publicis Groupe’s Razorfish agency, a majority of Gen Z consumers feel freer to express themselves in games than they do in real life, with almost half (45 per cent) saying their in-game identity is a truer depiction of who they are. In the future, the company intends to keep testing and learning in this area, providing people with even more options to express themselves. Likewise, Decentraland Fashion Week also featured various virtual events and famous beauty brands.