Kids retail company Claire’s has opened its first metaverse activation on Roblox, becoming the latest brand to entertain virtual communities.
Dubbed “ShimmerVille,” the experience is a multidistrict city with games, avatar fashion and phygital merchandise. Users will be able to visit Central Park, Pet Park and Orb Store, Claire’s C-Style Mall, Claire’s Café, Bungalow Valley and The Galleria, while personalizing houses and working jobs for in-game digital currency Robux.
The Roblox activation, built with gaming company Wonder Works Studio, extends Claire’s strategy for marketing to ‘Zalpha,’ a term coined by the brand to encompass Gen Z and Gen Alpha consumers. Chief Marketing Officer Kristin Patrick, who joined Claire’s last year from PepsiCo, has spearheaded the approach in an effort to transform the chain from retailer to lifestyle brand.
Patrick will speak on Claire’s strategy and more at the “Ad Age Next: CMO” event on December 7. The daylong conference will be held at Convene in New York.
“ShimmerVille” will illustrate Claire’s efforts by expanding how users can engage and perceive the brand. The city functions like a livable world in which players can build lives and participate in a fake economy as if they were real citizens. They can buy cars in which to drive around and select pet companions to hang out with.
Merchandise and apparel—historically Claire’s core offerings—will play a role in avatar customization. The brand will consistently expand digital fashion options such as jewelry as well as emotes that will diversify avatar personalities.
As the experience develops, Claire’s will team up with brand partners to offer limited edition merch and special activities. While these partners were not disclosed, a press release teased “phygital” products and rewards—a popular marketing practice that blends physical and digital elements. Phygital marketing is especially becoming common in metaverse activations.
“Our consumers sit at the intersection of the physical and digital spaces, and by creating a footprint in Roblox and bridging those worlds, we are creating a uniquely ‘phygital’ experience to drive community, brand love and our business,” Patrick said in a statement.
Retail brands have so far been the category most keen on the metaverse, but within retail, children’s fashion and merchandise chains have particularly been active on Roblox. Hot Topic, My Little Pony and Barbie have each launched “ShimmerVille”-like experiences in the past six weeks, and PacSun recently partnered with virtual influencer Miquela.
