Mango says its entry into ROBLOX will strengthen its commitment to digital innovation and the construction of an ecosystem able to offer differentiated experiences, products and services for its customers in the physical, digital and virtual worlds.   

Mango’s first immersive store on the Roblox platform will be located in the virtual Outfit Shopping Mall and will allow users to purchase Mango Teen digital garments and products for their avatars.

The retailer explains that alongside its digital partner BrandNewVerse, it has become a key collaborator of the Outfit Shopping Mall, which is described as a realistic shopping centre set on a Mediterranean island that will open this month on Roblox.

Mango’s director of technology, data, privacy and security Jordi Álex Moreno said: “As a global company, we want to respond to the needs of our customers in any moment, location or format. 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”.

The new Mango store aims to give Roblox users a space for interaction. The store also features a Mediterranean aesthetic, in line with the New Med design concept that Mango promotes in its physical stores.

Mango collections that can be found in the company’s physical stores will be able to be purchased virtually through the Roblox Marketplace and users can try on garments and products in an immersive way in the brand’s store in the Outfit Shopping Mall.

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Mango also plans to launch exclusive designs for the metaverse during special events on the platform.

The retailer points out the Outfit Shopping Mall is a virtual meeting point for Roblox users, where they can explore the stores of physical brands or stores promoted by native creators of the platform, try on and purchase digital garments and products, and enjoy ‘selfie-spot’ moments that can be captured and shared with other users.

Mango adds that its Roblox experience reflects the latest trends in digital self-expression. It points out digital consumers are increasingly wanting to find fashion brands in the digital world that are also available in the physical world, and also want to see exclusive items available only in the digital world.

Mango says it has transformed its physical stores over the last few years into connected stores and has entered platforms such as the metaverse.

Two years ago (March 2022) American Eagle Outfitters unveiled the metaverse version of its Spring 2022 campaign on Roblox.

Two months later (May 2022) Puma in partnership with Wonder Works studio launched an immersive sports-based experience on the platform which gave players the ability to mix and match Puma outfits.

Just over a year ago (6 January 2023) H&M announced its Roblox debut with an immersive game that aimed to encourage virtual garment experimentation while promoting circularity.