Quick take:
- H&M has launched a metaverse gaming experience on Roblox.
- The company said its new virtual space dubbed “Loooptopia” will help it to explore new ways of engaging with customers.
- Players can experiment with materials and patterns and create virtual garments and wardrobes.
H&M has joined the metaverse race with an immersive gaming experience on Roblox. The fashion and retail company has announced “Loooptopia” a metaverse game that allows players to experiment with materials and patterns creating virtual garments and wardrobes.
The company joins a growing list of fashion and retail brands looking to capitalise on the exciting metaverse buzz to improve engagement with the new-age customer and boost sales online.
Commenting on the company’s decision to launch a metaverse experience, Linda Li, head of customer activation and marketing at H&M Americas said: “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 this launch comes toward the tail-end of the festive period, H&M does not consider it a one-off. The company plans to “continue to explore this fast-growing expanse of virtual and augmented realities,” added Li.
The metaverse is described as a 3D virtual space where people can interact immersively through gaming, virtual events and trading. Although most platforms have focused on facilitating the creation of virtual worlds where people need VR devices to interact with the virtual worlds, some are focusing on providing experiences that users can interact with without VR/AR devices.
H&M’s experience utilises 3D technology offering social interactions through mini-games, styling sessions and alternate worlds. Users can dress in different avatars, thus enabling them to experiment with digital identities.
Loooptopia is developed in collaboration with Dubit. The metaverse design platform has been helping brands experiment with immersive 3D technologies and explore new ways of interacting with their 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.”
Players can complement their creations within Loooptopia by adding dance moves, music tracks and special effects to create unique performances on the runway. The virtual hub features different virtual worlds set on a vibrant city square. Users can choose to explore Rainbooow Fields, Neon Studiooo and 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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