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Mango becomes latest retailer to join Roblox platform

InternetRetailing

Spanish fashion giant Mango is set to launch a virtual store on gaming platform Roblox, which has over 70 million daily active users, following the likes of H&M and Puma.

Located in Roblox’s virtual Outfit Shopping Mall, Mango’s immersive store will enable gamers to purchase Mango Teen digital garments, including collections available in bricks-and-motor stores, for their avatars. Designed with a Mediterranean aesthetic, mirroring the New Med design concept used in physical Mango stores, the space also aims to allow users to interact.

The Roblox introduction is part of Mango’s commitment to digital innovation and its work to create unique experiences, products and services for its customers in the physical, digital and virtual worlds.   

“As a global company, we want to respond to the needs of our customers in any moment, location or format. 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,” explained Jordi Álex Moreno, Mango’s director of technology, data, privacy and security.

The fashion retailer worked alongside its digital partner BrandNewVerse, to become a key collaborator of the Outfit Shopping Mall, which is described as a realistic shopping centre set on a Mediterranean island that will open this month on Roblox.

Discover how retailers are reaching customers through the likes of Roblox and Fortnite in the RetailX Europe Ecommerce Region 2023 report.

An exclusive feature by Jonathan Wright looks at how as the boundaries between social media and retail blur, so too have
the clear-cut distinctions between the online and real worlds.

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