Gap dives deeper into metaverse commerce via Roblox partnership

Gap is heading deeper into the metaverse in a new partnership with a popular digital gaming platform.

The specialty apparel retailer is launching a virtual, purchase-free experience in the Roblox virtual gaming environment on Friday, May 20, 2022. Partnering with the youth technology platform SuperAwesome, Gap is integrating the experience into Club Roblox, a role-playing, user-generated world built on Roblox.

Gap designed its virtual “Club Roblox Boutique” as a metaverse version of a brick-and-mortar Gap Teen store. The virtual boutique will enable consumers to take part in digital activities such as joining Gap Teen’s fashion show mini-game, “Style Stage,” which lets users create Gap Teen outfits with different themes.

Users can also visit a virtual juice bar and photobooth inside the store to capture photos of their Roblox avatar, along with those of their friends. Metaverse replicas of the current Gap Teen collection will be featured, including summer items. 

Gap began its metaverse commerce activities in January 2022 by globally launching an assortment of collectible non-fungible tokens (NFTs) with a gamified digital experience. At the time, Gap said it planned to learn more about how customers want to engage in a digitally-focused environment, with additional digital experiences planned for the future.

Gap’s latest metaverse foray follows the footsteps of several other retailers that have rolled out promotional and shopping experience on the Roblox platform. Pacsun recently opened a fantasy interactive mall experience on Roblox, called Pacworld.

And American Eagle Outfitters launched its spring 2022 “Members Always” campaign with metaverse extensions across platforms including Roblox. Customers were able to virtually visit the “AE Members Always Club” section of the Livetopia Roblox game while collecting exclusive game items, including styles from the American Eagle spring collection, to outfit their avatars.

In December 2021, Forever 21 launched a similar fashion retail experience on Roblox called “Forever 21 Shop City.” December also saw Ralph Lauren run a holiday-themed digital promotion, The Ralph Lauren Winter Escape, on Roblox. 

“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 in real life and in this rapidly growing digital universe,” said Mary Alderete, global head of Gap marketing. “Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way.” 

“This generation’s digital identity is quickly becoming as important to them as their identity in real life,” said Nick Walters, managing director of SuperAwesome Gaming. “We are excited to bring our expertise in safe digital engagement with young audiences to help Gap launch a new immersive experience that will allow teens to connect with their favorite fashion brand in Club Roblox. Just as with ‘in real life’ fashion, this partnership encourages players to be creative, express their digital identity and explore their unique style while having fun.” 

Starting May 20, 2022, the Gap experience will be available globally within Club Roblox, spanning all age groups. To visit, click here.