Gap is reaching young consumers in the metaverse as they partner with Roblox to open a virtual teen-boutique.

Gap is reaching young consumers in the metaverse as they partner with Roblox to open a virtual teen-boutique. Roblox has gained more popularity than ever during the pandemic, and our Metaverse Trend Report found that it’s one of the top three virtual world games that Gen Z is playing, and that 44% have purchased clothing / accessories for their avatar in a virtual world. Now Gap is opening Club Roblox Boutique, a digital store in the game that will resemble a Gap Teen location and include a “fashion show mini-game called Style Stage, juice bar, and photo booth.” According to Gap, they “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 IRL and in this rapidly growing digital universe.” Young players can use “robux” (the game’s native tokens) to buy digital clothes—but the Club Roblox Boutique will be “purchase free” to appeal to Gen Z players even more. Fashion brands have been some of the biggest players in in-game marketing with digital collections, stores, and activations. (Marketing Dive)