Vans became the latest fashion brand to enter the metaverse on Wednesday.
A week after Ralph Lauren took to the freemium Zepeto social app, Roblox, a popular virtual platform with tens of millions of daily active users, launched “Vans World”. Inspired by retail store environments and skateboarding destinations around the world, “The Persistent 3D Space” will serve as a place “where fans can practice their ollies and kickflips with friends, and try out and acquire exclusive Vans gear.” , did he declare.
Vans World offers four different sneaker silhouettes for fans to virtually customize, buy and wear, as well as a full skate shop where they can build a unique board. Users can also collect and wear free branded clothing and accessories. Vans created the experience, including the shoes featured, in partnership with Roblox community developers, The Gang Stockholm.
“Self-expression is deeply rooted in skate culture, and Vans has supported and enabled this type of creativity for over 50 years,” said Nick Street, vice president of global integrated marketing at Vans, in a statement. “With the Vans World experience on Roblox, we are strengthening creative expression in the digital world, bridging the gap between virtual and real fashion and sport in an accessible and inclusive way.
Although Roblox Corp. was founded in 2004 and its first game launched in 2006, its popularity has only really exploded in recent years. This meteoric growth saw the company finally go public in March with a valuation of $ 41 billion. Last month, it reported that daily active users averaged 43.2 million in the second quarter, an increase of 29% from the previous year.
Vans isn’t the first fashion company to partner with Roblox. After introducing a few rare items to the platform last year, Gucci partnered with the platform to launch Gucci Garden in May. The virtual exhibition allowed users to explore themed rooms inspired by the vision and inspirations of Creative Director Alessandro Michele. During their journey, the avatars of the visitors absorbed various elements of the exhibition so that they left with a “one-of-a-kind” creation.
The Gucci Garden also housed a store where users could purchase exclusive, limited-edition avatar items. Among these was a Queen Bee Dionysus bag which, initially purchased for around $ 5, was then resold for $ 4,115, well above the $ 3,400 that the physical version fetched in real life.
Gucci isn’t the only high-end brand exploring the metaverse. Last week, Ralph Lauren launched its own VR environment on Zepeto, where CGI avatars can now walk through the brand’s flagship on Madison Avenue, roam Central Park, or have a drink in a Ralph’s Coffee truck.
Users can purchase 50 items for 12 complete Polo Ralph Lauren looks. Items are priced based on the app’s Zem currency, where $ 1 will get you 14 Zems. The coins earn users between 8 Zems and 40 Zems, or 57 cents at $ 2.86.
Also last month, Burberry launched a collection of non-fungible tokens (NFTs) with Mythical Games’ flagship title, Blankos Block Party. Billed as “a partnership of firsts paving the way for the future of digital in-game ownership,” the team included a limited-edition NFT Shark, as well as in-game NFT accessories including a jetpack, armbands and pool shoes. The digital collection came months after China’s Xinjiang-related boycotts prematurely ended a partnership between Burberry and the highest-grossing mobile game of all time, Tencent’s Honor of Kings.
“The game is a unique space for us to test, learn and try digital innovations that embody our values and celebrate creativity within our communities,” said Rod Manley, Chief Marketing Officer of Burberry, in a communicated. “The partnership with Mythical Games seems like a natural next step, going beyond our internal games by bringing the Burberry universe into an established environment. “