In its broadest and most straightforward definition, a digital twin is “a virtual replica of a physical object, person or process that can be used to simulate its behavior to better understand how it works in real life,” according to McKinsey. Digital twins are often linked to a data source; in some cases, that means the twin is updated to reflect the original version; in others, that means these virtual items unlock insights that can be applied within a specific function or an entire organization.
But in the world of gaming, digital twins also empower players to express themselves more creatively and authentically online, using “skins” and other digital goods to customize their avatars. Nearly half (46%) of consumers game to meet their desires for creation, imagination and self-expression, a 10% increase over 2023, according to research from Fandom. And while there are many gaming platforms that allow users to tailor their virtual identities, Roblox has become a major “sandbox” for brands across categories to test digital goods, creating major opportunities for them to drive brand immersion, loyalty and real-life conversions.
“Roblox is a place where self-expression, fashion trends and digital culture are shaped,” said Winnie Burke, Head of Fashion and Retail Partnerships for Roblox in an interview with Retail TouchPoints. “This represents a massive opportunity for brands to build a community of fans on Roblox and get the attention of consumers who spend time mostly in digital spaces.”
Results from Roblox’s 2023 Digital Expression, Fashion & Beauty Trends report confirm Burke’s point: 43% of survey participants shared that they want “twinning” items on their physical self and avatar self as the top activation they want to see from fashion brands.
“We believe the future for brands on Roblox is shoppable, and we’re seeing a lot of interest and excitement in the crossover between digital and physical goods,” Burke said. “We aim to enable creators and brands to turn their affinity and consumer engagement on Roblox into an effortless shopping experience for their new and existing audiences.”
Below are five different brands that have used digital twins in creative ways to support their business goals:
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Forever 21
Forever 21 was one of the earlier brands to use Roblox as a testing ground for future product releases. The fashion retailer celebrated its one-year “Meta-versary” in 2022 with the launch of The F21 Metaverse Collection, a real-life collection based on the virtual beanie it sold in its Roblox store, Forever 21 Shop City, which garnered a lot of buzz and even more sales.
The limited-edition collection featured hoodies and T-shirts designed with elements from the brand’s virtual offerings. The collection also included a real-life version of the fan-favorite Forever Beanie, the #1 selling item in Forever 21 Shop City on Roblox. To support the collection’s launch, Forever 21 unveiled a limited-edition tradeable Roblox accessory collection, with one new item available each day for just six hours over a four-day period.
Pacsun
Pacsun is another youth-oriented retailer that celebrated its Roblox birthday with a “phygital” product launch. To commemorate the one-year anniversary of its Pacsun Los Angeles Tycoon experience, the retailer tapped Slick Rick to create an environment where players can interact with a virtual version of the legendary hip-hop artist to earn exclusive digital items they could use to customize their avatars.
These virtual items were complemented by a four-piece collection co-created by Pacsun and Slick Rick and available for purchase online and in stores. “Pacsun remains committed to bridging the gap between the virtual and physical worlds, offering users an experience that reflects the spirit and creativity of collaboration, demonstrating its forward-thinking approach and ability to adapt,” the company shared in a statement.”
Clarks
Limited-edition product drops and collabs are major marketing initiatives, which is why brands put a lot of time, money and brainpower into amplifying them. To celebrate the launch of the Clarks X Stranger Things collection earlier this summer, Clarks gave away free user-generated content (UGC) versions of the line’s Green Torhill Shoe and Upside Down Shoe through Unlockables.gg, a UGC platform. Users also could purchase UGCs of the Clarks X Stranger Things White Hi-Tops, Clarks Majestic Aquatic Crown, Clarks Rex Hoodie, Clarks Cheetah Hoodie, Clarks Cheetah Slippers and Clarks Torhill Shoe.
“With our existing Clarks X Stranger Things campaign and collection garnering strong results, incorporating the globally recognized IP of ‘Stranger Things’ into a limited-edition virtual accessories drop felt like a no-brainer,” the Clarks marketing team said in a statement to Retail TouchPoints. Stranger Things has a strong presence in the youth market, so the product collab was a great way for Clarks to resonate with a younger demographic. Bringing these products into a major platform for this demographic ultimately turned the launch into a robust omnichannel initiative.
E.l.f. Beauty
E.l.f. was the first beauty brand to test real-world commerce in Roblox by tapping into the platform’s collaboration with Walmart. The brand launched a virtual kiosk within its E.l.f. UP! experience on Roblox, where U.S. visitors ages 13 and older could purchase a Roblox-exclusive limited-edition physical product — an E.l.f. UP! Pets hoodie — as well as a selection of lip balms, sunscreen and other products.
Users who purchased a physical item also received a “virtual twin” to dress their Roblox avatars. E.l.f. collaborated with Roblox creators to add distinctive features to each virtual item, such as wigs and wings, to tap into the unique creative opportunities embedded in the platform. The Walmart API managed the entire payment process, presenting it to customers in a seamless and familiar checkout flow.
Walmart
Walmart made some big bets in immersive commerce in 2024, with one of its groundbreaking initiatives being Walmart Discovered, its Roblox experience where players can discover and portal to new spaces, try on and buy trending UGC and customize their digital Walmart Carts.
Earlier this year, Walmart introduced real-world commerce to Walmart Discovered, allowing U.S. users aged 13 and older to buy physical items and receive a free virtual twin on the platform. The retailer taps creator partners to select which products to offer in Walmart Discovered, and even partners with them to customize the virtual twins of these products using their unique aesthetic and identity on the platform.
Walmart Discovered is updated continuously to incorporate new worlds and UGC. Its latest December launch includes a new holiday market with curated UGC and experiences, a new gifting feature, a holiday rewards calendar and more.
