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

Liz Dominguez
Managing Editor
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H&M's new metaverse world, Loooptopia.
H&M's new metaverse world, Loooptopia. Credit: H&M

H&M is the latest retailer to put a metaverse spin on gamified consumer experiences, launching H&M Loooptopia on the Roblox platform. 

Customers can now experiment with materials and patterns within the Roblox world, creating virtual wardrobes for their avatars within an immersive 3D experience with mini-games, styling sessions, alternate worlds, events, and more. 

The company has partnered with metaverse studio Dubit to launch the immersive playground. 

"H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of Style, Creativity and Culture,” said Andrew Douthwaite, chief commercial officer of DubitIt.

When entering Loooptopia, players will be able to interact within worlds like Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. There they can build their clothing pairings while enjoying music tracts and special effects that create the feel of a runway. Players will also be able to trade with each other, take selfies, or admire each other's creations. By recycling old clothes, they unlock the ability to earn rare elements. 

"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.

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