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H&M Rewards Fashionistas for Recycling Clothes on Roblox

H&M shows no signs of slowing its metaverse roll.  

The fast fashion giant’s new H&M Loooptopia Experience on Roblox offers an immersive gaming experience that lets players experiment with materials and patterns to create virtual garments for their avatars. Partnering with metaverse studio Dubit—a studio developer on Roblox—H&M’s new offering also puts circularity at the heart of the experience.

“People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds,” Linda Li, head of customer activation and marketing of H&M Americas, said. “The H&M Loooptopia Experience on Roblox is now allowing us to explore new ways to engage with our current and new customers in the places they love to be, both online and offline. In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

Looptopia is filled with opportunities for social interaction, as well as engaging environments, mini-games, styling sessions, alternate worlds, events and more. Consumers visiting the virtual world can experiment with their digital identity and learn about fashion and circularity in a creative Roblox atmosphere that connects millions through immersive shared experiences.

“We loved collaborating with H&M to build the H&M Loooptopia Experience on Roblox—the place on Roblox where anybody can be a fashion designer,” Andrew Douthwaite, chief commercial officer at Dubit, said. “H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of style, creativity and culture. It’s been amazing to see the concept evolve from the initial design and workshop through to this iconic launch.”

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At the heart of this interactive world is a city square which sets the stage for visitors to embark on play sessions in virtual worlds like Rainbooow Fields, Neon Studiooo and Fabric Fooorest. In these environments, users can gather various fashion ingredients by engaging in mini-games, styling sessions, live events and more. Users can style their avatars with newly created clothes and compliment these with accessories, dance moves, music tracks and special effects to create a unique performance on the runway. They can also catch up with friends to trade clothes, take selfies or just admire each other’s latest creations. When it’s time to change up a style, users can recycle old clothes to earn what H&M describes as “rare elements.”

“At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen,” Max Heirbaut, global head of brand experience, metaverse, for H&M, said. “H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and lets players create and evolve their virtual wardrobe on Roblox, so they can feel the most like themselves through their avatar.”

Roblox has collaborated with several fashion brands courting consumers in the metaverse. Last year, the company saw a large influx of marquee names such as Gucci, Burberry, Vans and Tommy Hilfiger that newly partnered or extended existing partnerships with Roblox to create digital fashion and immersive experiences for the global online game platform. It also onboarded metaverse-only fashion company DressX to expand the bandwidth of fashion choices for its users.

Roblox is also in talks to collaborate with home furnishings retail company Williams Sonoma, which is also looking to meet consumers in the virtual world. This deal will be the first of its type and will diversify Roblox into a new category—home—beyond fashion.

These partnerships have boosted player engagement for Roblox; in the third fiscal quarter of 2022, the company had 58.8 million daily active users, indicating a 24 percent year-over-year growth rate, according to Statista, an online platform specializing in market and consumer data.

The new year should yield continued momentum in metaverse investments, according to a Roblox exec.

“This year, we expect to see a more concentrated effort from brands on digital fashion given how much it’s already woven into Gen Z’s lives and trends we see on the platform,” Winnie Burke, head of fashion and beauty partnerships at Roblox, said. “According to our recent survey, for two in five Gen Z respondents expressing themselves with clothing and accessories in the digital world is already more important than expressing themselves in the physical world. It’s great to see how brands are already experimenting with digital fashion on Roblox to build communities, test and create physical products, as well as to address sustainability and social causes. And for consumers, it’s a great way to quickly access and wear trendy items as a way of self-expression and reflecting their style.”

As Roblox’s survey showed, the metaverse isn’t just a passing fad. And this year’s CES 2023 technology trade show in Las Vegas had virtual worlds front and center.

Virtually immersive experiences keep businesses relevant as they explore opportunities to connect with the next generation of consumers: those who are digitally native.  

“What we’re learning about metaverse now, and you’ll see this and witness this at CES, is that I think the hypothesis before on the metaverse is these hyper-immersive, shared experiences,” Steve Koenig, Consumer Technology Association vice president of research, said during last week’s show. “And that’s actually turning out not to be true. In fact, there are degrees of immersion. But what metaverse to me really is, is the next generation of the internet.”