Fashion Brands Drop Virtual Goods to Drive Omnichannel Engagement

From the metaverse to video game worlds, fashion companies are releasing digital clothing and accessories to create new sales opportunities and get consumers to engage more with their brands.

Vans, for instance, is expanding its presence within online game platform and game creation system Roblox. The footwear and fashion brand is launching a new in-game experience, Vans World 2, where consumers can virtually get the brand’s new shoe before it drops in the real world, according to an Instagram post from the brand earlier this month. The news follows reports last year that the brand’s first virtual skatepark garnered more than 100 million visits last year.

Valentino has also been somewhat active in the space, from dropping in-game apparel for Animal Crossing, as Marc Jacobs also did, to creating virtual ensembles for Meta’s virtual reality (VR) avatars, as Balenciaga, Prada and Thom Browne had done before.

“Commerce helps drive culture throughout the world, and the metaverse is no different,” Meta wrote in a 2022 announcement discussing these luxury brands’ entrance into the space. “So, we’re excited that creators and brands are experimenting with digital clothing and shopping via this new canvas.”

Ralph Lauren in 2021 partnered with metaverse platform Zepeto on its own digital fashions.

“Ralph Lauren’s new partnership with Zepeto further demonstrates our belief that innovating in virtual worlds is essential to engaging the next generation of consumers,” then Ralph Lauren Chief Digital Officer Alice Delahunt stated at the time.

The move toward virtual goods goes beyond generating a quick profit. Fashion brands are recognizing the potential to build brand loyalty and foster deeper customer relationships in the digital space.

The concept of the “digital twin” is also gaining traction. Physical collections are being mirrored in the virtual world, allowing customers to buy digital versions of their favorite outfits for their avatars. This strategy not only expands the product offering but also strengthens brand connection across physical and virtual touch points. According to Vogue Italy, brands such as Ferragamo, Versace and again Valentino have worked with Hyphen, a company that creates such items.

The introduction of virtual goods opens new revenue streams for fashion brands. By monetizing digital assets, companies can tap into a global market of digital-native consumers who are willing to invest in virtual identities and experiences. This shift mirrors broader trends in digital consumption where ownership and authenticity transcend physical boundaries.

These integrations also pose opportunities for encouraging consumers to buy products in the physical world. The PYMNTS Intelligence study “How We Will Pay Report: How Connected Devices Enable Multitasking Among Digital-First Consumers” found that 26% of connected device owners said they would be interested in an experience where, when playing a video game on their mobile device, they could buy a real product that would automatically be shipped to their home and charged to their account on file.

Looking ahead, the evolution of digital fashion promises to reshape consumer interactions with brands, offering personalized, interactive experiences that transcend traditional retail boundaries. As technology continues to advance and consumer behaviors evolve, it remains to be seen whether the intersection of fashion and virtual spaces will prove to be key for innovation and growth or simply a short-lived novelty.

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