US: H&M launches metaverse experience on Roblox - Will it find favor with current customers?
January 6th, 2023, Lesley Simeon

US: H&M launches metaverse experience on Roblox - Will it find favor with current customers?

H&M has launched an immersive 3D gaming experience on Roblox called the “Loooptopia Experience.” It offers customers a range of virtual environments, live events, mini games, and styling sessions to create their own virtual clothing for their avatars. Customers can even create virtual runway performances and recycle their old clothes, among other activities.

Are H&M’s current customers familiar with the metaverse?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - H&M’s customers are more likely (69%) than the rest (44%) to agree that they are “confident that (they) understand what the metaverse is.” It’ll be interesting to see whether or not this attitude helps H&M bring more of its customers to try out the activation.

With Roblox providing the platform for the experience, are H&M’s customers familiar with Roblox at all? When it comes video games, 20% of H&M’s current customers and just 4% of Americans have played Roblox in the last 30 days - Roblox Corporation’s multiplayer videogame.

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Methodology:YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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