Gap's Roblox Store Has Perks You Won't Find in Reality

Between virtual spaces from PacSun, Forever 21 and now Gap, the Roblox metaverse is starting to look more and more like your local shopping mall. Gap's experience, which launched last week, is modeled after its teen-focused stores with features you won't find at the clothing brand's brick-and-mortar locations, including a virtual juice bar, photo booth and mini games in which players create their own outfits from the Gap Teen collection and participate in a fashion show. The digital shop, which does not require users to spend anything to enter or participate in its activities, is part of a user-generated role-playing world within the gaming platform called Club Roblox. It was created in partnership with Epic Games-owned kid-safe developer SuperAwesome. Gen Z Is a Contradiction When It Comes to Fast Fashion "We 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," said Mary Alderete, global head of Gap marketing. "Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way." While many retailers are looking to the metaverse as a way to peddle virtual versions of their wares to be worn by gaming avatars, others, like Gap, see it as more of a promotional platform for brand awareness. Gap's efforts also take inspiration from and complement the company's broader summer ad campaign with items from its current teen collection rendered in digital. The space represents Gap's first foray into Roblox's virtual world. The retailer collaborated with designer Dapper Dan on an NFT collection earlier this year. "Gap’s taking a test and learn approach with metaverse experiences, starting with Frank Ape and Dapper Dan NFTs, and now with Club Roblox," Alderete told Adweek. "We’re continuing to experiment in this space, furthering Gap’s commitment to creation that aligns with icons and artists and champions individual style while shaping culture." Gap is the latest in a slew of retailers—and brands of all sorts—flocking to the metaverse as a new way to engage with younger consumers. Many of these companies are seeking to recreate their stores and goods in these virtual spaces, but experts are cautioning them to be mindful of existing norms and consumer preferences. "This generation’s digital identity is quickly becoming as important to them as their identity in real life,” Nick Walters, managing director of SuperAwesome Gaming, said in a statement. "Just as with IRL fashion, this partnership encourages players to be creative, express their digital identity and explore their unique style while having fun." How 100 Everyday Remarkable People Helped 100-Year-Old Allen Edmonds Stay Relevant