H&M Gamifies Circular Fashion With Metaverse-Like Experience on Roblox

“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,” said Linda Li, head of customer activation and marketing, H&M Americas. “In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

Max Heirbaut, global head of brand experience, metaverse, for H&M, said that the brand wants to encourage 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,” Heirbaut added.

H&M has been increasing tapping into digital avenues for not only branding purposes, but to elevate the overall shopping experience. 

In November, the brand announced it was opening an innovative store format, a 7,000-square-foot space, that features experimental design, progressive programming, and a community-focused space where consumers can explore their style. The store includes several tech enhancements, including RFID tech that provides full visibility of the store’s inventory and size options in real time, mobile payment options anywhere in the store, and fitting rooms with smart mirrors that identify a product’s size and color and also provides customers with styling recommendations.

More Retailers Jumping Into the Metaverse

Walmart: In September, the company launched two new experiences on the Roblox platform: Walmart Land and Walmart Universe of Play. These two new spaces promised unique interactive content and entertainment, bringing to life Walmart’s “isles” within a virtual format where consumers can access the brand’s top fashion, style, beauty, and entertainment items. Read more.

Lowe’s: This past summer, the company launched construction efforts in its first metaverse experiment, building a hub through which it provides free downloads of product assets. Via Lowe’s Open Builder, a new asset hub available to all creators, builders can download more than 500 3D product assets that mimic items from real-world shelves. 3D items will include lighting, patio furniture, area rugs, kitchen and bath accessories, and decor accents. Read more.

Pacsun: This past May, following the launch of branded NFTs, the company jumped further into the metaverse by participating in ComplexLand 3.0 — a virtual, multi-day festival where visitors could shop for exclusive products. At ComplexLand, Pacsun highlighted its resell initiative, PS Reserve, within a three-level store that also provides access to products from Pacsun, Playboy, and the brand’s new partner Cloud9, an esports organization. Read more.