After the creation of the internet comes the dawn of the metaverse. In fact, 2021 is set to be the year when the real and virtual worlds collide, opening up a whole new realm of possibilities for brands and consumers alike. Forever 21 is the latest brand to enter the metaverse, offering not only digital clothes, but also the possibility for users to own and manage their own fashion store, Forever 21 Shop City, with a host of genuine features.
The possibilities of the metaverse seem to be infinite, as this new virtual universe continues to surprise us every day. After seeing digital apparel go on sale, it's now giving users a taste of certain professions. Imagine yourself immersed in a world where you have to learn how to manage a fashion retail store all on your own, from inventory to customer service, from window decoration to setting up the new collections... Impossible? In the metaverse, anything seems possible, as Forever 21's first initiative in this virtual universe just goes to show.
The ready-to-wear brand has partnered with metaverse creation company Virtual Brand Group to develop a fashion retail experience on the global Roblox platform, which already features a host of fashion and luxury brands. The result is Forever 21 Shop City, which allows users to own and manage their own personal store with relative ease.
If your résumé doesn't currently include retail store management experience, you may or may not be able to add this string to your bow after this virtual immersion in the business. Indeed, Forever 21 has pulled out all the stops for its first foray into the metaverse, blending real and virtual features. Users will not only be able to buy and sell Forever 21 merchandise, but they will also be able to perform all the tasks typically involved in running a fashion store: hiring non-player characters (NPCs), inventory, construction, customer service, using a cash register, decorating the windows, or even customizing their personal store.
Clothes will of course be at the heart of this experience. And here again, the ready-to-wear brand is opting for a fusion between the two worlds. Each time Forever 21 launches new collections in the brand's physical stores and e-store, their equivalents in the metaverse will allow users to add these collections to their own store, or to buy them for their Roblox avatar.
"With Forever 21 Shop City, our goal is to expand how we engage with customers, extending our presence and product in new ways. We're excited to provide a new space on Roblox where our fans can connect with their community and bring their own vision of Forever 21 to life," explains Katrina Glusac, chief merchandising officer at Forever 21.
On top of that, every 21st of the month, the ready-to-wear brand will hold a 'Forever 21 Day,' with new themed content and activities on Roblox.