November 30, 2022
Fashion retailer, Forever 21, is celebrating its one-year “Meta-versary” by launching its first metaverse-inspired fashion collection. The F21 Metaverse Collection, resulting from the brand’s success in virtual product testing, is available in stores and at Forever21.com. The collection features hoodies and T-shirts, designed with elements from the brand’s virtual offerings and includes a real-life version of the Forever Beanie, the No. 1 selling item in Forever 21 Shop City on “Roblox.” During the month of December, Forever 21 Shop City will offer a limited-edition virtual accessories collection, launching one item each day that will be available for less than 24 hours.
“Our initial goal with Forever 21 Shop City was to expand how we engage with our customers and make our products accessible to all,” says Winnie Park, chief executive officer, Forever 21. “With the success of the virtual Forever Beanie in our ‘Roblox’ store, we are thrilled to bring this beloved product and the entire F21 Metaverse Collection to life.”
Roblox’s research from its 2022 Metaverse Fashion Trend Report says 70% of Gen Z users say they borrow ideas from their physical selves for their avatars. Forever 21 is currently working on ways to connect virtual and physical items through “phygital” experiences. The limited-edition F21 Metaverse Collection will be available in stores and at Forever21.com.
“Since its launch on ‘Roblox’ last year, Forever 21 has pushed boundaries, becoming the first and largest retailer to make on-trend, virtual fashion accessible,” says Justin W. Hochberg, chief executive officer, Virtual Brand Group. “Today’s launch showcases how Forever 21, in partnership with VBG, has created an entirely new way to innovate, design and retail fashion globally. ‘Roblox’ is a phenomenal platform, and I can’t wait to reveal the next exciting experience that consumers can expect from Shop City.”
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