Fashion brand Mango is expanding its digital innovation strategy with the introduction of a new initiative into the metaverse.
The effort entails the launch of a virtual store within “Outfit Shopping Mall,” a lifelike shopping center set on a Mediterranean island within the Roblox platform, scheduled for launch later this month.
The Mango virtual store will embody a Mediterranean aesthetic, echoing the brand’s “New Med” design concept that is being introduced to its physical stores to convey the freshness and spirit of the brand.
Within the virtual store, visitors will be able to explore Mango Teen digital apparel and accessories for their avatars, available for purchase through the Roblox marketplace. Mango also plans to debut exclusive virtual designs for the metaverse during special events hosted on the platform.
This move places Mango among other fashion brands like Gucci, Lacoste, and Adidas that have entered the metaverse aiming to engage younger audiences and diversify revenue streams.
Indeed, the fashion industry has been quick to embrace Web3 technologies, with remarkable success in terms of customer engagement and popularity.
According to Roblox’s recent report, 56% of users prioritize styling their avatars over their physical appearance, while 84% recognize the importance of digital fashion. Furthermore, 84% express a likelihood of considering a brand in the physical world after experiencing it virtually.
These statistics contribute to projections indicating that the metaverse fashion market could reach $6.61 billion by 2026.
