GAP sets up shop in Roblox
In collaboration with SuperAwesome, the Club Roblox Boutique is created – representing a GAP teen store. It is offering a mini-game called Style Stage. There will be a juice bar and a photo booth, too.
The idea of the store is to offer teens a way to express their individuality in the Metaverse.
With the Club Roblox Boutique GAP is starting the second attempt to redefine its strategy in Metaverse. Roblox was selected most probably due to the young audience that GAP is targeting with this campaign.
Club Roblox Boutique is purchase-free, this strategy should fulfill the expectation of Gen Z on how brands should be there.
While one-third of Gen Zers want to see their favourite brand to develop virtual stores in the metaverse, nearly half (46%) of them want products and experiences to be free, per 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 their true selves, both IRL and in this rapidly growing digital universe,” said Mary Alderete, global head of GAP marketing.
She continued: “Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way.”