What Teenage Brands Can Teach Us About Fashion in the Metaverse
Pacsun’s first digital products on Roblox mirrored what they had in stores, but a large pair of golden wings quickly became a bestseller, so its strategy evolved to include more fantastical products a while ago. about three months, says Olson. “We recognized that they were looking for a sense of imagination and socializing with their friends.”
Digital items sold by Forever21 fall into one of four categories: digital twins, modified twins, entirely new clothing (like the Forever beanie), and entirely new categories, like a popular boombox. A recent prom campaign doubled Roblox’s typical sales, and the brand doesn’t even offer physical prom wear.
On social media, a recent campaign invited people to “pair with your avatar”, in which people could buy and wear the same items in the store as on Roblox, where 85% of shoppers are between 18 and 25 years old. Then people shared pictures of themselves next to their avatar, wearing the same outfit (pictured above). This “matchmaking” content has been the brand’s most successful content on social media, getting 10 times the normal engagement, Hochberg says, and there are plans for giveaways related to this concept.
Olson discovered that Pacsun consumers, who are around 17 to 24 years old, demand creativity and authenticity, and seek to participate in music events and virtual events like Complexland, for which he created a virtual store, where attendees can browse the products and then buy them. on its website.
Social media buzz is also a big motivator for Pacsun, which measures success in part on how metaverse projects drive engagement on social platforms. In March, Pacsun created a Roblox world (Pacworld) and launched its own standalone game in February, which it promoted by turning Gen Z influencer Emma Chamberlain into an avatar exploring the game’s underwater world; Chamberlain-related content accounted for the top views of the season on TikTok.
Six months ago, he created a Snapchat account, which encourages people to share their digital fashion looks. The account drew 250,000 followers in the first 60 days, and the brand is able to follow the buzz on Snapchat and TikTok (where it has 1.7 million followers) as it introduces new digital projects, says Olson . “Gen Z values community and access more than they value traditional brands, and our consumer takes pride in changing their social image to whatever NFT they’ve purchased and showcasing virtual property.”
Accessibility, education and collaborations
Since April this year, the British brand Boohoo has launched three NFT projects. Similar to its physical products, its NFTs are designed to be affordable and accessible. In April, it all started with a free NFT mint featuring 10,000 special cards that were dispersed in about two hours and were so popular they crashed his website, says Jessica Routledge, head of marketing at Boohoo.