Fashion brand Mango is embracing digital innovation by stepping into the metaverse with an exciting initiative. The company is preparing to launch a virtual store within the “Outfit Shopping Mall,” an immersive shopping center on the Roblox platform set in a Mediterranean island. This virtual store will embody Mango’s “New Med” design concept, mirroring the brand’s evolving spirit.
In this virtual space, visitors can explore Mango Teen digital apparel and accessories for their avatars, available for purchase through the Roblox marketplace. Mango plans to introduce exclusive virtual designs during special events hosted on the platform.
Joining the likes of Gucci, Lacoste, and Adidas, Mango’s strategic move aligns with the fashion industry’s growing interest in the metaverse to engage younger audiences and explore new revenue streams. This trend in embracing Web3 technologies has proven successful in enhancing customer engagement and popularity.
Recent insights from Roblox indicate that 56% of users prioritize styling their avatars, emphasizing the significance of digital fashion. An impressive 84% recognize the importance of encountering brands virtually, with a likelihood of considering these brands in the physical world. Projections suggest that the metaverse fashion market could reach $6.61 billion by 2026, underlining the vast potential of this digital frontier for the fashion industry.
