- Gap will launch a no-purchase virtual experience in Club Roblox, a user-generated role-playing world built on the Roblox gaming platform, according to details emailed to Marketing Dive.
- A collaboration with SuperAwesome, the Club Roblox store is designed to look like a Gap Teen store and features a fashion show mini-game called Style Stage, a juice bar, and a photo booth.
- The Style Stage game is inspired by the retailer’s summer campaign, and the Club Roblox store seeks to give teens a way to express their individuality in the metaverse, aligning it with young consumers’ priorities around space in full growth.
Overview of the dive:
With the Club Roblox store, Gap takes its first step into the metaverse, a nascent concept that revolves around the convergence of the real and online worlds that is becoming a growing priority for marketers of all types.
The Club Roblox store, designed with the brand’s flagship store in Times Square in mind, is a teen-focused activation that includes a fashion-themed mini-game and other digital experiences. The activation also ties into the retailer’s traditional marketing, drawing inspiration from its summer advertising campaign and featuring digital replicas of items from the current Gap Teen collection.
For its Metaverse debut, Gap picked up Roblox, a free-to-play gaming platform that has seen explosive growth during the pandemic, especially among kids and teens. Sister brand American Eagle and competitor Forever 21 have both taken to the platform in recent months to showcase clothing and gamify fashion, respectively; The Gap experience is designed to do both.
Gap keeps the metaversal preferences of young consumers in mind by focusing its activation on inclusion and self-expression, which are also the themes of its marketing campaigns. A majority of Gen Z consumers feel freer to express themselves in games than in real life, while nearly half (45%) say their in-game identity is a truer expression of who they are. really are, according to a study by Vice Media Group and Publicis Groupe’s Razorfish agency.
By making the Club Roblox store purchase-free, Gap is also mindful of Gen Z’s preferences for how brands should work in the metaverse. While a third of Gen Zers want to see the brand develop virtual stores in the metaverse, nearly half (46%) want products and experiences to be free, according to the research.
“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 themselves, both IRL and in this rapidly growing digital universe,” Mary Alderete, Gap’s global head of marketing, said in a statement. “Engaging teens where they live and play Club Roblox gives them another way to socialize more and express themselves in a new way.”
The Club Roblox store is a collaboration with SuperAwesome, a self-proclaimed kidtech company that creates safe and compliant digital experiences for kids and young teens. SuperAwesome was acquired by Epic Games – the developer of Fortnite and a company focused on developing the metaverse – in 2020, and is working with WPP to help the group of agencies better understand online security and privacy as part of a broader partnership around the metaverse.