Forever 21 teams with Virtual Brand Group for Roblox experiences

Virtual Brand Group, a metaverse creation company which accelerates global brands into the metaverse, and iconic fashion brand Forever 21, owned by Authentic Brands Group, today announced an exclusive partnership to build a fashion retail experience on Roblox, the global online platform for shared experiences connecting tens of millions of people every day.

The all-new experience, Forever 21 Shop City, is designed to allow Roblox users, fashion influencers and creative world builders to own and manage their personal store.

Users will be able to buy and sell Forever 21 merchandise, including accessories and clothing, hire non-player characters (NPCs) as employees and express themselves by customising every aspect of their own store as they try to become the ‘top shop’ in the experience.

Forever 21 Shop City is a community-first game launching in collaboration with some of Roblox’s most “fashion fabulous” user generated content creators and Roblox influencers. Sam Jordan @Builder_Boy curated the Forever21 Shop City fashion line in partnership with @Beeism, @OceanOrbsRBX, and @JazzyX3 who have all created exclusive items for Forever 21 Shop City and collectively had millions of item sales on the platform.

In addition, Forever 21 Shop City will feature personally designed stores by influencers such as KrystinPlays, Shaylo, and the Sopo Squad.

“The metaverse is the most transformative innovation since the creation of the internet,” says Justin Hochberg, VBG’s CEO. “Roblox is one of the platforms creating the biggest business opportunities for brands with more than 50 million daily active users who socialise and live digital lives for hours every day, just like my son, daughter and all their friends do.

“Our collaboration with Forever 21 marks not just one of the biggest metaverse launches this year, but also one that uniquely combines the physical and virtual worlds by delivering IRL content from Forever 21 in-game and finding ways for Roblox UGC creations to exist in real life.”

Katrina Glusac, Chief Merchandising Officer at Forever 21, says: “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.”

Every 21st of each month, Forever 21 Shop City will have “Forever 21 Day”, integrating new themed content and activities. December 21st will mark the first-ever Forever 21 Day and will commence with a holiday-themed update.

 

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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