Retailer H&M Takes Brand to Metaverse-Like Experience on Roblox

H&M is the latest retailer to enter the metaverse and gamify the shopping experience on Roblox.

H&M Loooptopia allows consumers to experiment with materials, patterns, and fabrics to create a one-of-a-kind wardrobe for avatars within the 3D experience with mini-games, styling sessions, alternate worlds, events, and more, according to Ris News.

“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, a chief commercial officer of Dubit.

Loooptopia lets players interact with several worlds, including Rainbooow Fields, Neon Studiooo, and Fabric Forest. They can build and trade outfits and take selfies while listening to different tracks. If players use recycled clothing, it unlocks 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.

“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,” said Max Heirbaut, global head of brand experience, metaverse, for H&M.

The objective of Loooptopia is to allow a unique shopping experience for digital natives.