Rebecca Orlov 🔜 CES’ Post

THE NEW ROBLOX AESTHETIC? The aesthetic is changing on the Roblox platform in the world of fashion. Not only fashion focussed experiences like Dress to Impress and Catalog Avatar Creator, but also with creators pushing away from the traditional blocky style avatars. Dress to Impress, the most popular fashion game at the time of speaking (100k CCU’s) has created a more fashion friendly visual in my opinion, or at least something that the traditional fashion industry would understand more. The game is simple you have a time limit and a theme and you set off quickly to put a look together, the best looks at the end of a catwalk are on a podium. The experience becomes more competitive in server levels and offers many moments to monetise for cooler or just different aesthetics. It is a styling game that actually works! Some will say the graphics still aren’t good enough but the user numbers would counter this argument, often is the case that we turn our nose up about how a game looks and thus it means its bad. The time for subjective opinions on fashion in video games surely is at its end. If millions of people daily are enjoying this type of fashion game isn’t it enough? The other side of the platform aesthetic that is changing is with creators and UGC content. Creators like Dioness creating avatar builds and bundles and Jonathan Courtney creating amazing jewellery/ accessories is setting a different tone and I’m totally here for it. It is creators like this that do something very different which will open the eyes to many new players and brands. After speaking at length with James Davis (an absolute expert in fashion and culture) its clearer than ever a movement in fashion and gaming is starting to build pace. I am excited to witness and be a part of it. Let me know your thoughts.

"The next Coco Chanel is probably a 10-year-old girl who is designing for avatars in Roblox" - to paraphrase Cathy Hackl whom I heard say this on a Webinar back in 2021. And look how far digital design, expression and identity has come 👇🏻 Gen Alpha is no different to previous generations in that they care about their appearance. The same motivations that saw us hang out in shopping centres, spend hours in stuffy changing rooms with too many items (and having to get back into our own clothes to return a pile to the attendant to swap for another 😭), the makeup testing, the perfume testing, the accessories, the scarves and the amazing feeling of having so many bags that by the time you got home you'd forgot what you bought... ...are the same in Roblox. There are stores where groups of friends engage in virtual try-ons, even walking a catwalk to see the reaction. There are makeup experiences where you can experiment with looks, even curate your own line of products. And there are HAIRSTYLES, a gazillion beautiful hairstyles that you can try without having to worry that you've used the wrong colour or cut too much off. Beauty hauls exist on Roblox too. And self-expression is good business. Per their Digital Expression, Fashion & Beauty Trends Report Roblox cites: * In 2023 users purchased 139 million hairstyles, up 20% yoy, including more than 7.3 million users that bought FIVE or more hairstyles. * 35% of users say it's important to customise their avatars daily or weekly, rising to 51% among girls.  * 52% say they're willing to spend up to $10 per month on their avatar's appearance, 19% would spend up to $20 pm and 18% open to buying $50 to $100 of items each month. In the next 18 months commerce will be rolled out on Roblox and that's when shopping on the platform is going to get interesting. *84% of users said that after trying on a brand’s virtual item, they’d be somewhat likely to consider the brand in the physical world. In fact, 50% said they’d be VERY likely to do so. Direct-to-avatar, then direct-to-door. This opens up a significant market for not just for fashion, but also sports club merch, band tees, plush toys, Taylor friendship bracelets, Stanley cups, Tarte lip plump and more. In fact, all those brands selling on TikTokShop are surely already observing these trends and are poised to move onto the platform. #entertainmentindustry #gaming #thegreatfashionreset

Our latest activation brought the boldly experimental designs of Fashion brand SKNUPS and designer Benny Andallo into Roblox! SKNUPS sought a platform where users could freely express themselves through edgy, conceptual fashion in a way that people may not be comfortable with in IRL. By rendering one of Andallo's sculptural hats as a UGC item, we were able to introduce our community to these designs. Inside our Roblox store, users could unlock the UGC hat by viewing a video showcasing the physical version's artistic construction and my donning it on their avatar. The Results? 📹 1.6M+ video ad impressions within Roblox 🧢 28K+ users completed quests to claim the virtual hat SKNUPS praised FreshCut for empowering reach "to audiences who feel championed expressing themselves through digital worlds" beyond traditional fashion marketing channels. Our ability to drive "innovative discovery, dynamic engagement and data-driven insights" proved invaluable. For SKNUPS, it represented a breakthrough into frontier creative spaces. As they put it, FreshCut empowers them to reach "audiences who wouldn't feel comfortable wearing avant-garde hats IRL but feel championed expressing through digital worlds." At the end of the day, bringing cutting-edge aesthetics into Roblox via UGC holds crazy potential to inspire the next gen's style, with avatars being the lifeblood of Roblox.

Is digital self-expression important for the average Gen Z gamer? According to Roblox’s trend report, it’s much bigger than we think! In Q4 2023, Roblox surveyed over 1,500 Gen Z users in the US and UK as part of a research to identify behaviors as well as consumer needs in immersive spaces. Here’s some of their findings: ► 56% of Gen Z users believe that styling their avatar is MORE IMPORTANT than styling themselves in the physical world. ► 64% of Gen Z users between the ages 22-26 prioritize dressing up their avatar rather than dressing themselves. ► 84% of Gen Z users are likely to purchase from a brand in the physical world after trying them on virtually. Of that group, 50% are extremely likely. Bottom line, virtual goods will have a bigger say in how we shop in real life! For more insights on Roblox's latest fashion and accessory trends, read the full report: https://lnkd.in/ebVqJg3G

Fashion Meets Gaming: Why "Dress to Impress" Is Capturing the Attention of Gen Z, Gen Alpha, and Brands 👗🎮 Ever heard of Dress to Impress? It’s not just a game; it’s a cultural phenomenon on Roblox, with 2M+ monthly players and 500M+ views on TikTok. 𝗦𝗼, 𝘄𝗵𝗮𝘁 𝗲𝘅𝗮𝗰𝘁𝗹𝘆 𝗶𝘀 𝗗𝗿𝗲𝘀𝘀 𝘁𝗼 𝗜𝗺𝗽𝗿𝗲𝘀𝘀? Created by 17-year-old developer, Gigi, DTI allows players to style avatars, express creativity, and compete in fashion contests. Its rise has been meteoric: 👗 3.3B+ visits since 2023, with 300% YoY growth (now the most popular game on Roblox) 👗 TikTok hashtag #dresstoimpress has over 800k posts and endless fashion challenges 👗 Recent Charli XCX collab spiked 651k additional active users. 𝗪𝗵𝘆 𝗶𝘀 𝗶𝘁 𝗯𝗹𝗼𝘄𝗶𝗻𝗴 𝘂𝗽? DTI merges fashion and gaming, tapping into Gen Z and Gen Alpha's desire for self-expression. For most people, fashion is a pillar of self-expression. As you're growing up, fashion can often dictate your life and discovering your personal style is actually a goal. Finding the clothing that you feel comfortable in and the identity that you want to express to the outer world in how people perceive you is important (are you emo, colorful, sporty, etc). A game like DTI is fun ofc (good game mechanics), but it also allows people to play with their personal style and see what resonates. Sure it's fun to find outfits and race to put together a look in 60s, but once you start getting validation then it can influence how you think about yourself and might even push you to experiment with how you show up in the real world. Experimentation of identity allows you to figure out what is authentic to you and it's fun. Fashion has long been an entry point for gaming, and specifically a gateway for girls entering the gaming world. Research shows that 65% of female players say they’re more likely to try a game with customization options, proving fashion's role as a creative driver in digital spaces. 𝗪𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗿𝗮𝗻𝗱𝘀 𝗰𝗮𝗿𝗲? Games like DTI offer opportunities for brands to engage with Gen Z and Alpha in virtual spaces where fashion, gaming, and self-expression are converging. Brands looking to capture the attention of Gen Z and Gen Alpha must understand that their customers are already in these digital and immersive spaces. Those brands paying attention now will lead the next wave of digital interaction. At Genies, fashion has always been a key pillar of our avatars and our UGC tech - shaping how we think about digital identity and self-expression. I'll be doing another post soon on this! What’s your take on fashion’s role in gaming? 👀 #GenZ #GenAlpha #Roblox #FashionInGaming #BrandStrategy #Gaming #UGC #VirtualFashion #Genies

Vogue Vigilante, Striped Slinger, and Glam Gunner??? No these are not the latest superhero's joining The Seven at Vought. Adidas has just made a splash in the virtual world with its new insanely cool Three Stripe Squad Bundle for Fortnite. This collaboration introduces five sleek character skins inspired by Adidas’s iconic style each available for 1,500 V-Bucks (about $11.99). The bundle also includes standout accessories like the Sole Slasher pickaxe and the Adid-a-lot back bling, bringing the flair of the famous three stripes to the Fortnite universe. 🚀 This move is more than just a branding exercise—it's a bold step into the future of fashion and gaming. With Fortnite’s massive player base, which now exceeds 500 million globally, and a strong presence among Gen Z, Adidas is seizing an opportunity to connect with a younger, digitally native audience in a way that's both innovative and engaging. Notably, Fortnite players spent an impressive $1.2 billion on in-game purchases in 2023 alone (UseSignHouse). 💰 Adidas is not new to digital ventures, having previously dipped into other virtual experiences and collections on other platforms like Roblox. This Fortnite collaboration is a natural extension of their strategy, blending physical fashion with virtual environments. The financial aspect, while important, is secondary to the immense potential for brand visibility and engagement in such a vast digital landscape. In essence, Adidas’s foray into Fortnite is a forward-thinking move that leverages the game's enormous reach and cultural relevance. It’s a savvy play that keeps the brand at the cutting edge of fashion and technology, ensuring it remains top-of-mind as digital and real-world experiences continue to merge. Want to learn more about what's possible Fortnite? Say Hi 👋 to one of our team Takara Studios and learn how your brand can unlock the power of play! 🎮 Sources: DemandSage, “Fortnite Statistics” (August 2024) Epic Games, Fortnite Player Stats (August 2024) UseSignHouse, “Fortnite Stats” (August 2024) Image - www.adidas.com

HUGO BOSS started Real World Commerce on Roblox 🚨🗣️ It's a first ! ⚠️🚨 🥇 HUGO is the first fashion brand to test real-world commerce on Roblox. 04/28/2024 : First 𝗥𝗲𝘁𝗮𝗶𝗹 Brand (Walmart) 07/01/2024 : First 𝗖𝗼𝘀𝗺𝗲𝘁𝗶𝗰 Brand (E.L.F. BEAUTY) 08/05/2024 : First 𝗘𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻𝗺𝗲𝗻𝘁 𝗜𝗣 (Wicked) 12/04/2024 : First 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 Brand (HUGO BOSS) --- 𝗖𝗼𝗻𝘁𝗲𝘅𝘁 --- After launching the Roblox game "Planet HUGO" 8 months ago and releasing several updates, they recently introduced Real World Commerce, allowing players to purchase real-world products directly within the game. This feature is currently available only to U.S. players. --- 𝟴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 --- 👕 6 T-shirts (~68$) 🧢 1 cap 🧦 1 socks When a player buys an item, they will also receive the virtual twin product for free. --- 𝗥𝗼𝗯𝗹𝗼𝘅 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗼𝗿 𝗕𝗿𝗮𝗻𝗱𝘀 --- Follow me for more content Made for Marketers 𝙎𝙞𝙢𝙥𝙡𝙚, 𝙛𝙖𝙨𝙩 & 𝙚𝙛𝙛𝙞𝙘𝙞𝙚𝙣𝙩 ⚡

Roblox has become a new hub for fashion enthusiasts🩰🎧 It's a fashion market where teens come together to express themselves. For Roblox users, digital fashion is a simple concept. They just want to experiment with new looks and stay trendy. Sound familiar? Imagine this: Every day, millions of Roblox users update their avatars. In the first three quarters of 2023, there were 165 billion avatar updates—a 38% increase from last year. Users also purchased nearly 1.6 billion digital fashion items and accessories, marking a 15% increase from the previous year. That's massive! All this action happens at the Roblox Avatar Shops. Here, users can try on clothes, put together outfits with friends, and connect with others, all while shaping the game's fashion landscape. I spent a week exploring the Roblox Avatar Shop, and here's what I found: ➡ The Roblox Avatar Shop is all about browsing, trying on items, searching, and buying. ➡ It has inspired an army of UGC creators on social media to share styling tips, vlogs, memes, and dance challenges. ➡ The creator community thrives on competition, gaining recognition, and building followings through leaderboard features. ➡ Popular designs in the Avatar Shop reflect real-world trends like Y2K, Kawaii, Grunge, Preppy, and seasonal collections. ➡ Nearly half of GenZ Roblox users prefer shopping with friends rather than alone. ➡ Digital item prices range from 250-350 Robux ($3.4-$4.8) for basics, to over 700 Robux ($9.7) for special pieces. ➡ Many GenZ users are willing to spend $20 to $100 monthly on digital fashion for their avatars. Roblox is redefining fashion, starting with digital clothing. Soon, younger generations might prefer digital items over traditional ones. Those who embrace this shift early will be the trendsetters of tomorrow's fashion.🦄 #DigitalFashion #Web3 #Roblox #FashionInnovation

There’s still time to climb the Hugo Boss obby before your weekend is over! Or you could just read about the fashion brand’s latest step into metaverse marketing on your Monday morning commute, the choice is yours: https://lnkd.in/g92FXVwq #Roblox #robloxedit #robloxgames #marketingagency #marketingtips #marketingdigital #brandedcontent #metaverse #MetaverseGaming #brandmarketing #metaversenews #gameindustry #robloxedits #ugcmarketing #gamingindustry #gamemarketing #gamesindustry #robloxgfx #marketing2024 #MarketingTips #gamedeveloper #gamedev #GameMarketing #marketingplan #gamedevelopment #campaigns #engagingcontent #hugoboss

The Roblox fashion movement Roblox digital fashion moves at a pace faster than the real world. (Excluding SHEIN….) A couple of obvious reasons: - Easy tooling to encourage creation - Infinite inspiration of the internet generation - Entrepreneurship in Gen Z and Gen A On Roblox alone last year there were 13million individual creators that produced 2D and 3D virtual items. These creators work in a carefree way that if done right can create a profit, the reality that a new generation want to work for themselves as a creator rather than a big corp is more obvious than ever.  Yes, there are downsides to anyone being able to create on the platform such as copying each other and potential real world copy infringement (this is no different to the real world e.g. fast fashion) However, if there has ever been a moment to take notice of this platform in pure fashion terms it is now, could this platform be inspiring the next generation of design students or even the next great creative director at a luxury fashion house? (could this come from the Dress to Impress Creators) Educational institutes especially design courses could be bringing these creators in to help up skill their own students knowledge if 3D realisation is a focus, especially when most of the Roblox creators are already using all the popular 3D programs. (Learning mostly from Youtube videos) The other skill that is needed for new graduates is how they market their own designs, if you could market to an audience of 10’s of millions a day that can buy your product wouldn’t you take this chance? Fashion Marketing and communication courses should definitely be adding modules on how to utilise these platforms as a new channel of communication and expression. What are your thoughts? Reach out and let me know.