As the metaverse and social gaming channels become more and more part of our culture, H&M created an immersive experience for Roblox where fans can find their digital fashion identity. “Obviously we see this with the younger generation, but also across all ages,” said H&M Americas head of customer activation and marketing.
“When we think about our target customer, it’s someone who is digitally savvy and wants to build their own identity through fashion, both in real life and on Metavas,” added Lee. “It made a lot of sense for us to want to be involved in the metaverse in some way. It’s very important to us and our DNA as a progressive, always learning, always curious fashion company. Being able to join a place like Roblox that we know a lot of people are exploring made sense for us.”
Roblox allows players to experiment with materials and patterns by visiting different worlds such as Rainbow Fields, Neon Studiooo, Fabric Foorest and Utopia City, making it easy to create the next fantasy outfit and wardrobe for their model.
H&M’s new interactive online experience, in collaboration with Metaverse Studio Dubit, puts circular actions at the center of the fun. “Beauty, fashion and the worlds are intertwined in a very interesting way,” Lee said. “The whole idea is fashion, but there’s also accessibility, customization and sustainability, which is fantastic for us. We believe very much. It’s the core for H&M.”
As a fast fashion brand, H&M has received its own criticism for producing too many cheap clothes. The retailer has embraced circulars through various recycling programs in recent years.
“The users run around these different worlds,” Lee said. “We have something called Rainbow, something called Fabric Forest, and basically, the aesthetic is all very colorful and very engaging. Utopia City looks like a city, we have Neon Studio, which is neon, and we have Fabric Forest, which looks like a jungle.
“Users can collect items such as raw materials to create thousands of clothing combinations,” Lee added. You can show them on the catwalks and mix and match styles to create new outfits. You can trade patterns with friends. When it comes to sustainability, not only is it possible to trade with friends and earn rewards, but there is also a recycling option at the heart of Utopia City. It rewards our players. They reuse their costumes to increase their experience in the game, then collect more rare items and rewards and prizes.
“The whole idea, I would say, is that the worlds are interesting, colorful, engaging. “It all comes down to the experience of the game, but how it relates to H&M is fashion, identities and expressions, and then sustainability.”
“We’re definitely hoping there’s a greater awareness of sustainability in general, and specifically how fashion and sustainability are intertwined,” Lead said. “Younger generations play these games, so the idea of exposing younger generations to sustainability and circularity is also fantastic.”
H&M plans to spread the word about Loooptopia. We will be talking extensively with our existing customer base and are very open to the idea that we will find many more curious users in Roblox.
The game is constantly evolving, Lee said, adding, “We don’t have an exact qualification or time frame to consider when improvements will happen.” We want feedback and input on the user experience. We must be able to change the experience and change the experience in the process. One thing we are definitely thinking about is our ability to innovate and add to the worlds to give our customers new and exciting experiences.
Roblox has become popular in the fashion industry. Claire’s, Gap, American Eagle, Forever 21 and Nike have all launched exclusive Roblox experiences. The luxury players are also pushing for Roblox time. Ralph Lauren, Givenchy and Gucci have created experiences on Roblox.
“We are very excited about the game,” Lee said. “We’re excited to offer our customers a new way to interact with H&M and our brand. We’re excited to tap into our existing customers as well as new experiences.” [new] Customers. So, we’re looking forward to getting started and getting customer feedback and how we can learn and grow.