Dive Brief:
- Deepening its relationship with Roblox, Pacsun has launched a new virtual experience on the platform titled “Pacsun Los Angeles Tycoon,” according to a Wednesday press release.
- As part of the online environment, gamers can connect with friends; view 20 digital items inspired by the brand's Spring 2023 clothing collection; drive around in a DMC Delorean; and build a digital representation of downtown Los Angeles, Santa Monica and Hollywood, per the announcement.
- The Gang, a metaverse development company, worked with Pacsun to create the branded Roblox game.
Dive Insight:
Pacsun is diving deeper into the nascent metaverse concept.
After introducing digital items on Roblox in June 2021, Pacsun debuted its first branded experience in Roblox in March 2022. Dubbed PacWorld, the purpose of the game was for users to make the virtual mall profitable and popular. Last May, the brand unveiled a three-level store in ComplexLand 3.0, a metaverse shopping festival, and auctioned off Pacsun Mall Rat non-fungible tokens. The brand last fall even centered its holiday campaign on the metaverse, an effort that included celebrating virtual identities and also expanding its Roblox-based PacWorld experience.
With its newest Roblox installation, Pacsun sought to showcase its Spring 2023 collection in digital and physical form, Brie Olson, co-CEO at Pacsun, said in a statement.
"Following positive consumer response to both PacWorld and our seasonal catalog of clothing offering on Roblox, we recognize the importance to expand our presence on Roblox and continue to offer our community new build experiences, where they can step outside the mall and leverage their skills to build their own rendition of the Los Angeles cities that make up the heart of Pacsun," Olson said in a statement.
In addition to Pacsun, a lengthy list of brands, including Build-A-Bear Workshop, H&M, Gap, Forever 21, Dick's Sporting Goods and West Elm, have rolled out digital editions of merchandise or introduced virtual experiences within Roblox. Though brands and retailers are flocking to the platform in hopes of generating revenue from digital goods and connecting with younger customers, experts also warn brands to be cautious on a platform geared toward children and to be prepared to pivot if another platform gains popularity in the future.
