Pacsun’s Los Angeles Tycoon continues to test the retailer’s hand in the digital world with its latest Roblox experience.
The Anaheim-based retailer’s latest metaverse experience lets users build out their own Los Angeles neighborhoods. Prizes and the ability to see and buy merchandise are unlocked once an area is built out. The virtual merchandise is inspired by the company’s in-real-life Spring 2023 collection, with 20 digital stock-keeping units.
Pacsun Los Angeles Tycoon follows the company’s launch about a year ago of PacWorld, which brought the mall to Roblox.
Pacsun President Brie Olson said PacWorld and the company’s release of seasonal merchandise saw a “positive” response from consumers. She added this latest launch is recognition by the retailer of “the importance to expand our presence on Roblox.”
Fashion in the Metaverse
The fashion and retail industries’ dabbling in the metaverse is in the early stages. Although, the list of fashion first adopters includes Vans, Ralph Lauren, Tommy Hilfiger, Burberry, Gucci and Nike.
“Experimentation was very much the tactic for last year,” said Catherine Henry, senior vice president of Web3 and metaverse strategy at digital marketer Media.Monks, in January during a panel at CES 2023. “I think we’re going to need to be much more strategic and much more selective going forward, but we should nevertheless be committed to this space because it’s not going away.”
The executive added, “This year we really need to think about how we’re going to monetize this, how we’re going to be faithful to our brands in this space and not just have a game for game’s sake.”
Henry shared the stage with marketing executives from a range of companies, including CMO for the Nasdaq stock exchange and head of marketing for chipmaker Qualcomm.
“More and more devices are becoming more and more intelligent and more and more connected in our homes, in our lives, in our cars, on our person,” said Don McGuire, Qualcomm senior vice president and CMO. “That is an opportunity for marketers. It’s actually a new opportunity that we haven’t had before for you to reach your audiences in more environments than you’ve ever had to reach them in the past.”
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