gamifying fashion retailing

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  • Forever 21, the fast fashion retailer owned by Authentic Brands Group, is hopping on the Roblox bandwagon with an exclusive partnership with the gaming platform, per a press release. It entails the Forever 21 Shop City, wherein users and fashion influencers own and manage stores as they try to become the "top shop."
  • Users start with a ready-to-be-customized glass store and can earn points to expand their store and add options like customized exteriors with lights and architectural themes. Forever 21 Shop City features four themed districts — entertainment, obstacle course, food court and yellow carpet — where users can role play, meet up with friends, discover hidden rare items and build their community.
  • The retailer hopes to engage the popular platform's players through gamifying fashion retailing and by encouraging them to express their individuality with "unprecedented customization options," per the release. Virtual Brand Group, a metaverse creation company, is also part of the effort.

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