• TL;DR: European fashion group Mango is opening its first virtual store on Roblox.

• So what? Get ready to stroll through a virtual Mediterranean shopping mall from the air-conditioned convenience of the sofa.

Mango, the European fashion group, is opening its first store on Roblox—a global immersive platform with over 70 million daily active users. Located in the virtual Outfit Shopping Mall, a realistic shopping centre set on a Mediterranean island that will open this month in Roblox, users will be able to purchase Mango Teen digital garments and products for their avatars.

As well as displaying and selling Mango Teen products virtually, the new Mango store will offer users a space for interaction, all wrapped up in a Mediterranean aesthetic designed to complement the new design concept Mango is promoting in its physical stores.

What can you do in the Mango Roblox store?

Roblox users will be able to purchase Mango fashion collections that can be found in the company’s physical stores virtually, via the Roblox Marketplace and also try on garments and products in an immersive way in the brand’s Outfit Shopping Mall store. The group will also launch exclusive designs for the metaverse during special events on the platform.

Why are fashion brands going into the metaverse?

“As a global company, we want to respond to the needs of our customers in any moment, location or format,” Mango’s Director of Technology, Data, Privacy and Security, Jordi Álex Moreno.

“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”. 

Mango has 2,500+ physical retail stores across 115 markets, complemented by 36% of global sales taking place online to generate an annual turnover of 2.688 billion euros in 2022.

What is the Outfit Shopping Mall in Roblox?

The Outfit Shopping Mall is a virtual meeting point for Roblox users, set on a Mediterranean island where shoppers can explore the stores of physical brands, try on and purchase digital garments and products, and enjoy ‘selfie-spot’ moments, to capture memories of the shopping experience and share them with other users.

What other brands are entering the metaverse?

Consumers increasingly expect brands to seamlessly connect the digital and physical worlds for a considered customer experience, while simultaneously engaging with products and experiences made available exclusively online. Mango's Roblox experience also reflects the latest trends in metaverse and web3 brand extensions, following G-Shock’s foray into VRChat, and Warner Music Group’s Biggie Smalls themed game in The Sandbox.

The initiative strengthens Mango’s commitment to 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.