Gucci builds a world inside Roblox

Future. Gucci must be raking in the virtual goods because the famous fashion brand planted a more permanent flag inside Roblox with the creation of “Gucci Town.” By establishing such a strong presence in a virtual world with a young user base, Gucci may hope that new digital fans graduate to physical purchasing to match their style in-game.

Welcome to Gucci Town
After introducing the Gucci Garden experience in Roblox last year, the fashion brand is building a more permanent home inside the game universe.

• It established the world of “Gucci Town.”
• It has a central garden that connects “various areas, including a space for mini-games, a cafe, and a virtual store.”
• And most importantly, virtual clothes will be on sale to outfit your avatar.

The Verge reports that Gucci will be taking advantage of a new Roblox feature called “layered clothing,” which lets users “create 3D clothes and accessories that nearly any avatar can wear with any combination of other layered clothes.” That could be a huge selling point to get users interested in the virtual fits.

Seeing Gs
Gucci Town wouldn’t be a thing if it wasn’t for the huge success of Gucci Garden. The brand says that during the two weeks it was available last year, over 20 million players checked it out.

But Roblox isn’t the only metaverse world Gucci is playing in. Earlier this year, the brand announced that it bought a plot of land inside The Sandbox, where it planned to construct a virtual store based on its Gucci Vault online concept store.