Gap sets up shop in Metaverse

Less than a week after launching its self expression-centered Spring marketing campaign, Gap sets up shop in Metaverse for teens.

Earlier this month, Gap released its Spring marketing campaign featuring prominent champions for positive change in this 30-second spot:

In effort to expand a similar message to Gen Zers (which research tells us is right on par with their reason for diving into Metaverse), Gap takes another dive into the newest virtual phenomena with the Club Roblox Boutique.

The Club Roblox Boutique is a teen-focused activation aimed to stand out from competitors with experiences that both showcase apparel and gamify fashion. The latest Gap Teen collection is expected to be available upon launch.

The activation will be purchase-free and focus on inclusion and self-expression, aligning with the Gen Z consumer priorities and behavioral expectations of brands.

According to recent study by VICE Media and Publicis' Razorfish Groupe, while one-third of Gen Zers welcome brands; almost half(46%) of them believe products and experiences offered on gaming platforms should be free.

“We want Gap Teens to feel represented and connected in an inclusive Gap world with an immersive and unique fashion experience that gives them the freedom to experiment with their individual style and be their true selves, both IRL and in this rapidly growing digital universe,” Mary Alderete, global head of Gap marketing, said in a statement. “Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way.”

The Club Roblox Boutique is a collaboration with SuperAwesome, a self-described kidtech company dedicated to creating safe, compliant digital experiences for kids and young teens.

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