Teen-loved retailers Forever 21, PacSun, and Boohoo are proving metaverse fashion success. For Forever 21, “Roblox has become a key driver of social media buzz and potential revenue” and the platform has allowed the brand to sell fashion accessories in the metaverse that created an immense demand for them IRL. For example, they began to sell a virtual black beanie marked “Forever” in the game for 50 cents–the item took off and they’re set to sell 1.5 million units by the end of this year, and are now working to make a real life version. Managed by Virtual Brands Group, the retailer’s Roblox engagement is “driven by YPulse data that what young consumers do in the metaverse will dictate their interests in the physical world.” For both Pacsun and Boohoo, implementing NFT projects and creating virtual events (via Complexland and Roblox) allowed their revenue to soar, and all three brands found that the idea of “twinning” with a virtual avatar was extremely popular, leading to the creation of fashion that’s available both online and in physical stores. (Vogue Business)
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