Gap dives deeper into the metaverse with its recent partnership with blockchain gaming giant Roblox. On Friday, the American clothing company is launching a free, virtual experience in the Roblox virtual gaming world.
Gap teamed up with the youth tech platform SuperAwesome to bring the digital experience geared towards teens and young Gap fans to the popular gaming site.
Pegged as ¨Club Roblox Boutique,¨ Gap’s metaverse boutique was designed as a virtual version of the brick-and-mortar Gap store in Times Square. The metaverse space will allow users to take part in virtual experiences and join Gap Teen’s fashion show mini-game ¨Style Stage¨ at no cost.
There is also a virtual juice bar and a photo booth where users can take pictures of their Roblox avatars alongside their virtual friends, and virtual replicas of the Gap Teen collection will be featured. Roblox, a free, user-generated virtual metaverse and gaming world will integrate the experience into Club Roblox.
The metaverse, a new concept that consists of the convergence of real and online worlds, has become a priority for brands like the Gap, especially when it comes to reaching younger audiences.
Access to Club Roblox Boutique is available globally for free beginning Friday, May 20th, 2022. For more information, click here to visit Gap Teen Club Roblox.
Gap Continues its Push into Web3 and the Metaverse
The Gap’s move to expand its position in the metaverse should come as no surprise. At Rarity Sniper, we’ve reported on Gap and some of its competitors several times over the past year.
Gap launched a non-fungible token (NFT) project with a gamified experience in January of this year, and in April, Gap launched another NFT collection inspired by designer Dapper Dan’s DAP GAP hoodies.
And Gap isn’t the only clothing and apparel brand making investments in the metaverse. Adidas, Nike, Forever 21, American Eagle, as well as luxury fashion brands like Dolce & Gabbana and Gucci have made news in the NFT and Web3 space this year, with some of them running retail fashion stores and experiences in metaverses like Decentraland, The Sandbox, and Roblox.
Finding creative ways to market to its younger audience is a top priority for Gap, and Roblox’s virtual space should enable the company to reach a global and continually expanding audience. We’ll keep our eye out for any new news from Gap related to the metaverse and Web3.