As Roblox has risen to popularity in the younger generations, we are seeing this shift by retail brands as they attempt to make their space in the digital realm. Roblox is a very popular virtual space in which users are able to create and share experiences with their friends and be anything that they can imagine. Roblox has become very popular with younger generations and allows users to imagine, to socialize, chat and interact with others in a variety of ways.
Over recent years, we have seen many brands collaborate with Roblox as a way to connect with younger generations and be part of the virtual landscape. Some brands that have partnered with Roblox to capture Gen Zers include Ralph Lauren, Crocs, Nike that created their own Nikeland, Forever 21 creating a Forecver 21 Shop City, Walmart Land, Gucci Garden, Tommy Hillfiger and more. These brands are just some that have utilized their work to create a Roblox experience for their users.
Because of the gaming platforms in the metaverse are a large part of younger generations’ daily lives, brands have had to find ways to connect with users virtually, According to Roblox’s daily over 70 million active users are on Roblox daily in which they spend an average of 2.6 hours on the platform in which half of the Roblox community is in Gen Alpha younger than the age of 13.
DKNY is attempting to grow their digital apparel and accessories options on Roblox by partnering with in-game retailer Dubit to create a virtual collection of products on the Roblox platform that will help allow users to interact with this apparel. Just like other brands are doing, DKNY is attempting to shift itself into the digital platform and offer twenty pieces from their collection such as jackets, handbags, and hats. These pieces of clothing will be available across different Roblox games.
What’s interesting about what DKNY is doing is that they are virtually offering their apparel across multiple other Roblox games. In addition to their pieces that they have already offered on Roblox, DKNY is also offering 10,000 units of specialty DKNY items for Roblox players to redeem.
This is an interesting move for the brand as they are not one of the first to join the Roblox space. DKNY, while partnering with Dubit, is not the first brand to officially partner with them. Other brands such as H&M, Unilever, and Adidas have partnered with Dubit to create this in game retail experience. From the article, we also learned that DKNY is hoping to reach about 20 million Roblox players. This goal comes with the information that there are 70 million active users on the app.
DKNY is making a very interesting deep dive into the Roblox space. Strategically, this seems like a different approach for the company to reach the younger GenZer’s that are online, but it is interesting to see how the virtual landscape of fashion in the metaverse pans out for these larger retailers. We will have to wait and see what the future holds for DKNY.
References
https://www.retaildive.com/news/dkny-virtual-collection-roblox/714968