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The Swedish firm Hennes & Mauritz had approximately 4,800 establishments in the world in 2021.
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In 2021, the brand entered approximately 18,750 million euros.
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In 2021, H&M had an average of 107,375 employees worldwide.
In 2022, many brands ventured into the well-known and popular metaverse, launching a strategy to attract customers. consumers of the new generations who are faithful followers of digital. This time the clothing brand H&M surprised with its campaign with a virtual experience on Roblox.
Without a doubt, H&M is a brand known throughout the world, where according to brand data, in the year 2021, completed On November 30 of that year, the Swedish group Hennes & Mauritz earned approximately 18,750 million euros thanks to its worldwide sales.
In this sense, and with this scope, the brand is testing in said metaverse that it is a free online and social multiplayer game, where users can shape their worlds with pieces of different sizes and materials.
In that sense, the platform controlled by the creator of Roblox Corporation has established itself as more than a fad in online games, so which accumulated around 190 million average monthly players in 2021, with a peak of 202 million users in April, according to data from Backlinko.
H&M and Roblox
The campaign, which bears the name ‘Looptopia’, It was created jointly between the H&M brand and the Dubit digital game production studio.
In this strategy, players will be able to experiment with virtual fashion thanks to the design of the experience, in addition, they will be able to learn about circularity or recycling of clothes, all while moving their avatars through what H&M describes in a statement as “visually stunning alternate worlds.”
Likewise, visitors to ‘Loooptopia’ will be able to collect items from virtual fashion and accessories through a series of games, live events and styling sessions.
“People who buy and wear H&M clothing and accessories are spending more and more time in virtual spaces and digital worlds”Linda Li, director of client activation and marketing for H&M Americas, said in a press release.
As part of this campaign, the executive highlighted that they will now be able to explore new ways of interacting with their current and new customers. in the places where they love to be, referring to the new generations, since it is well known that this group of people are the new consumers and are more in the digital world.
That said, it can be demonstrated in a 2022 report published by Roblox and the Parsons School of Design, which revealed that around three out of four Gen Zers today said they “I would spend money on clothes and digital accessories.”
“The H&M Loooptopia experience on Roblox now allows us to explore new ways to engage with our current and new customers in the places they love to be, both online and offline. In the years to come, H&M will continue to explore this rapidly growing extension of virtual and augmented realities,” he added.
With this, H&M joins other brands in the fashion industry in entering their products in the metaverse, as an example, last year luxury firms such as Dolce & Gabana, Nike, Adidas, Prada, Ralph Lauren, Dior, Balenciaga or Gucci.
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