Dive Brief:
- Mango, the Barcelona, Spain-based fashion group, is debuting a virtual store on Roblox, the company announced Thursday.
- At Mango’s store within the Outfit Shopping Mall, players can buy Mango Teen digital clothing and products for their avatars.
- Players can also access exclusive designs from the brand during the special events on the platform, the company said.
Dive Insight:
Before launching its Roblox store, Mango entered the metaverse in 2022 by exhibiting three NFT artworks co-created with crypto artist Farkas during Metaverse Fashion Week. At that time, the company also showcased its first three wearables.
Through its Roblox rollout, Mango said it aims to connect with its customers in the virtual realm.
“As a global company, we want to respond to the needs of our customers in any moment, location or format,” Jordi Álex Moreno, Mango’s director of technology, data, privacy and security, said in a statement. “The arrival of Mango at Roblox represents a milestone because it will allow us to bring to this platform our passion for fashion, while strengthening our ecosystem of channels, by offering our customers differentiated products, services and experiences.”
Beyond expanding its digital presence, the company has also mapped out its brick-and-mortar expansion plans. The retailer said it will open 500 new stores by 2026 across the U.S., Spain, France, Italy, the U.K., India and Canada. The company also wants to open stand-alone Mango Home stores in Madrid and Barcelona sometime this year.
Along with Mango, more brands have set up shop on Roblox in hopes of captivating online consumers. Among the brands that ventured onto the platform in the past year are Walmart, Adidas, Maybelline and Pacsun.
