Forever 21 is launching a new fashion collection based on items they’ve tested in the metaverse. In celebration of the brand’s one year in the metaverse (in Roblox), Forever 21 is releasing “hoodies and t-shirts, designed with elements from the brand’s virtual offerings and includes the real-life version of the fan-favorite Forever Beanie, the #1 selling item in Forever 21 Shop City on Roblox.” Plus, starting this week through December 9th, the brand’s Shop City will be offering a limited-edition Roblox accessory collection, with one new item available each day for only a six-hour period. This is the first time a fashion brand has tested if the popularity of virtual items can build a demand for IRL versions of them—and Forever 21 is making plans to continue to roll out items this way. The strategy is reportedly “driven by YPulse data that what young consumers do in the metaverse will dictate their interests in the physical world.” (Business Wire)
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