This week’s edition of Metaburst will focus on the application of fashion brands in the metaverse. Did you know that 56% of Gen Z users cared more about styling their avatars than themselves? Read on for our analysis:
Gen Z’s Relationship with Digital Avatars
Based on a study done by Roblox in 2023, the company learned just how important avatars are to Gen Z’s sense of self-expression. They surveyed over 1,500 Roblox users between the ages of 14 and 26 to get their data. They found that self-expression translates outside of the game too, with 1 in 5 saying they try to look like their avatars in real life. It seems to be a continuous feedback loop between digital avatars and real world people. Because of that, fashion brands are increasingly getting involved in the metaverse.
Fortnite & Adidas Collaboration
A great example of a brand getting involved is Adidas, who just announced a collaboration with Fortnite! This has been a rumored collaboration for a while and it’s officially out. Players can purchase the Three Stripe Squad Bundle to access the new skins. Each outfit is highly customizable from colors to accessories. It’s common practice for players to keep tweaking their avatars while waiting for the rest of their squad to be ready. Fortnite has collaborated with different designers before including Nike and Ralph Lauren. Clearly, this platform is a great place for clothing brands to share their designs with a massive audience.
Coach Fashion On Roblox & Zepeto
Another fashion company getting into the avatar space is Coach! They announced they’re releasing their Spring 2024 collection “Find Your Courage” on Roblox, as well as Zepeto. This is a great instance of a brand going multi-platform to reach as many people as possible! On Zepeto, the items are already available via an exclusive photo booth. While in Roblox, players can try on Coach’s collection in “Fashion Klosette” and “Fashion Famous 2” from now through August 19th.
Across the board, players love customizing their avatars and see it as an extension of themselves. This week, we examined how companies like Adidas and Coach have capitalized on that connection. Which fashion brand will be next to invest in the metaverse? Come back next week for more stories about immersive platforms.
