Foresight 21: Roblox’s Layered Clothing feature + the areas business leaders need to consider moving into Web3
A bi-weekly newsletter diving into the concepts, people and brands shaping the future of retail, entertainment and connectivity.
Welcome back to Foresight!
Today we’re discussing a new launch at Roblox and how this is pushing the boundaries in the virtual clothing space. As brands get more involved, surely we’ll see other platforms like Horizon Worlds and Fortnite establish their own versions of a Layered Clothing feature. Incremental improvements are what will eventually get avatars to the level of personalization consumers expect.
We’re also looking at the less talked about areas which business leaders need to consider while planning for the “metaverse” (I use this term loosely). Curating organic experiences, marketing to the digital versus IRL persona, and addressing how technology continues to blur the lines between work and home. The businesses that make planning for what’s to come a priority now, will come out on top in the years to come.
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IDEAS, INSIGHTS & FORWARD-THINKING PERSPECTIVES
How Roblox is helping brands warm up to virtual clothing
After two years of development, Roblox has launched a Layered Clothing feature allowing garments to expand or contract to fit the endless character models available on the platform. Digital fashion has been a key element of Roblox’s virtual economy for years, but the new tool allows users to design garments that look and move more similarly to physical clothing. Prior to the release, accessories like hats and scarves were the only items in Roblox that users could wear over their avatars and so far, the feature has been popular. “Layered Clothing is still a new technology, but so far it has been proving especially popular, with my sales at tens of thousands just a week after release,” said Arthur Trusov, one of Roblox’s most successful creators. “It’s just that brands need to be more aware of the existence of Layered Clothing, and I’m very optimistic they will take advantage of that.”
The function also creates opportunities for brands to bring styles into the Roblox world, with a few already taking notice. Forever 21 created and launched a branded collection as soon as the feature went live, which have since become some of the top-selling items on the platform. Some products have been so popular that Forever 21 has decided to create physical versions available in brick-and-mortar stores. Digital fashion brand DRESSX also released a line of Roblox styles at launch and has already sold 26,000 items. “They were developed for DRESSX initially, but then we took them to Roblox,” said DRESSX co-founder Daria Shapovalova. “Moving forward, we’re also planning to do some items specifically for Roblox.” This begs the question, could there be an opportunity in the future for brands to design Roblox exclusive pieces? Experts on the brand and creator side foresee that the freedom of creation incited by the Layered Clothing feature will help users become more accustomed to virtual clothing and its appearance of being real — “so creating designs that match physical garments is both a successful strategy and a lower lift for fashion brands.”
What businesses aren’t thinking about when planning “metaverse” strategies
Although years away, it is generally agreed upon that the next generation of the internet is coming and it will be significant to younger generations. While the majority of businesses and leadership have only started to think about what this means for them and how to attract a younger, more digitally-savvy consumer, there are a few areas that have been less explored. Here are three elements that should be considered in the planning stages.
Inorganic curation of organic experiences
Creating and fostering the same type of engagement people get in real life is critical to keep a community coming back together. What will continuously encourage someone to visit a virtual world once the novelty of the experience has faded? “Much like the early days of the internet where chat rooms and forums had curators that facilitated conversations, companies will need to figure out what this role looks like for them.”
Marketing to a virtual vs IRL persona
Our online or virtual personas have already become a part of who we are through social media and as we move into the next generation of the internet, people will be able to build these personas out even more. Whether a virtual persona is exactly the same as the real world version or an idealized version, businesses need to consider who they are speaking to and how to become a part of this new persona. Data collection will be essential and leaders will need to decide if data from real-world experiences is even applicable in the virtual one.
Acceleration of the blurring of segmentation of our lives
It’s very likely that the next version of the internet or the “metaverse” could exacerbate the already blurred lines between work, education, and life, making it even harder to disconnect. Clear boundaries need to be considered and fully established to ensure immersive technologies don’t burn people out.
WHAT I’M READING
New Balance among brands trying on Twitter’s first 3D product ads
Flagship Futures: What do the next generation of department stores look like?
Coachella gave fans a wild AR experience. It could be the future of concerts
Meta wants to sell you the metaverse in its first brick-and-mortar store
The future of shopping for beauty has nothing to do with an IRL experience