The worldwide fashion and retail company joins a growing number of fashion and retail brands that have seized the potential presented by the metaverse.
H&M has joined the metaverse race with a Roblox-hosted immersive gaming experience. The fashion and retail company has introduced “Loooptopia,” a metaverse game in which users may experiment with materials and patterns to create virtual outfits and wardrobes.
The company joins a growing number of fashion and retail brands trying to capitalize on the exciting buzz surrounding the metaverse in order to improve engagement with modern customers and increase online sales.
Commenting on the company’s plan to introduce a metaverse experience, Linda Li, head of customer activation and marketing at H&M Americas, stated: “People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds. 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.”
Although its launch occurs near the end of the holiday season, H&M does not view it as a one-time event. Li noted that the company intends to “continue to explore this fast growing expanse of virtual and augmented realities.”
The metaverse is a 3D virtual space where people can engage in immersive interactions through games, virtual events, and trading. While the majority of platforms have focused on allowing the building of virtual worlds that require VR equipment to interact with, some are focusing on creating experiences that consumers may engage with without VR/AR devices.
The H&M experience employs 3D technology to facilitate social connections via mini-games, styling sessions, and other universes. Different avatars are available to users, allowing them to experiment with digital identities.
Loooptopia is created in partnership with Dubit. The metaverse design platform has assisted brands in experimenting with immersive 3D technology and exploring new ways to communicate with customers.
Andrew Douthwaite, chief commercial officer at Dubit commented: “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. H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of style, creativity and culture.”
In Loooptopia, players can add dance moves, music tracks, and special effects to their creations to create unique performances on the runway. The virtual hub offers various virtual worlds situated on a bustling city square. Users have the option of exploring Rainbooow Fields, Neon Studiooo, or Fabric Fooorest.
“At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen. 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,” said Max Heribaut, global head of brand experience, metaverse, for H&M.
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