Insights from our ‘Metaverse Fashion Trends 2022’ report

Take an in-depth look at Gen Z’s avatar style preferences

join us November 2 from 9:30 to 10:00 p.m for our virtual dashboard “What’s Next in Metaverse Fashion?” » where fashion experts and metaverses will dive deeper into these trends and what’s yet to come in digital fashion on Roblox and beyond.

Long before the huge potential of digital fashion caught the attention of media and brands, members of our community were designing, sharing and wearing their avatar fashion creations. They’ve been redefining digital identity and personal style for over a decade, but over the past few years we’ve seen incredible leaps in the evolution of self-expression on our platform.

Iconic fashion brands have established a presence here on Roblox by partnering with our community of creators and featuring Layered clothes – Our new technology that powers hyper-realistic 3D clothing – has once again raised the bar for what our creators are capable of. As opportunities for self-expression and personal style accelerate, we decided to take a moment to connect with our amazing community and better understand their experience with digital fashion. We conducted extensive research, drawing on both our platform and survey responses¹ of one thousand members of Generation Z active on Roblox and familiar with digital fashion.

To provide an in-depth look at the digital fashion trends we’ve seen, we’ve partnered with one of the world’s leading art and design educational institutions, Parsons School of Designto launch our Metaverse Fashion Trends 2022 report. Here are the top 5 trends.

2. The influence of designer communities on fashion is accelerating

Only in 2022, more than 11.5 million creators designed more than 62 million virtual clothing and accessories on Roblox. These designers dress millions of people around the world and influence how they express themselves in the digital and physical worlds.

To put this in context, there is at least 200 times more creative design clothes and accessories on Roblox as the estimated number of designers creating physical collections in the US².

In 2022 we have seen a huge influx of global fashion and beauty brands create digital fashion and immersive experiences for Roblox (or integrate with existing popular experiences on the platform) – including Gucci, Burberry, Carolina Herrera, Tommy Hilfiger, NAR, Hello Yoga and model and entrepreneur Karlie Klossas well as fashion companies only metaverse like ROBESX. Most of these brands utilize the vast expertise of Roblox community members who can help create beautiful digital fashion and other engaging content on the platform.

2. Self-expression and inclusion in digital fashion is the key to it Generation Z

The vast majority of Gen Zers active on Roblox said in our survey that they have customized their avatars, with half of them changing their avatar’s clothes at least every week.

Just like in the physical world, people tend to relate to and react to others around them based on how they look and dress, which can have a profound impact on their self-confidence and relationships. Wearing their avatars allows consumers to express their individuality (47%) AND feel good about themselves (43%)but also to show off their digital collection and feel more connected to their peers – in the digital and physical worlds.

In reality, 2 out of 5 respondents said that expressing yourself through clothing and accessories in the digital world is more important than expressing yourself in the physical world.

Various avatar customization options are important to most community members who can easily customize Roblox to be whoever they want to be. In our survey, they noted the importance of having a full range of skin tones (says 70%) and a full range of body sizes (64%), as well as a full range of hair colors, textures and styles (70%).

seven out of ten Consider getting involved in digital clothing designs be “very” or “extremely” important. This challenge can be met by new technology like Layered Wear, a new feature that has been embraced by creators and users in our community. During 2022, more than 157 million Roblox users have already purchased free and paid items created by the Layered Clothing community.

3. Nearly 3 in 4 Gen Zs say they spend on digital fashion

People express themselves through their avatar style and Roblox fashion choices in the same way they do in the physical world more than half (53%) saying that their style changes depending on their mood or feelings on a given day, and 37% changing clothes depending on where they are going in the metaverse and what they are doing. much (42%) would change clothes to immediately try a new purchase.

Respondents' data on what prompts them to change their avatar style

Of those who say they spend money on digital fashion, 31% of users said they typically spend up to $5 a month and other 30% says up to 10-20 dollars per month, while almost 12% will spend between $50 and $100 per month. More than 1 in 4 say they spent between $20 and more than $100 on a single virtual item.

4. IRL trends influence avatar fashion (and vice versa)

In our survey, 70% of Gen Z said their avatars dress at least somewhat like their IRL style, by as much (70%) saying that they are also inspired by physical style when wearing their avatars.

Take the #Barbiecore trend, which started on social media as part of the excitement for the upcoming “Barbie” movie, or the nostalgia of 2000: the Roblox community has been quick to reflect these mainstream trends. of fashion 2022, both in the creation of articles and in the style of their avatar.

Departure on time Forever 21 x Barbie allowed shoppers to quickly (and literally) prepare for their metaverse adventures, and the Y2K trend peaked on Roblox, with total purchases of Y2K-tagged items exceeding 188 million from January to September 2022.

Roblox Y2K Avatar Shop

5. The prestige of digital fashion is growing

The latest industry research points to Gen Z’s “disproportionate impact on culture and the economy,” as this group of consumers represents about a quarter of the world’s population and already has hundreds of billions of dollars in purchasing power in the United States alone. With this demographic spending more time on immersive social spaces like Roblox, the prestige and influence of digital fashion is on the rise.

More than half (58%) of respondents consider a career as a digital designer to be just as impressive, if not more impressive rather than the role of a physical designer. That number rises significantly among people who spend up to $100 a month in avatar mode, where 54% said that being a digital designer is more impressive.

As we look forward to the near future, we expect the next generation of designers and fashion brands to dive deep into digital fashion, wearing avatars, designing digital 3D versions of their collections and creating exclusives for the Metaverse.

Survey data on what Gen Z expects from digital fashion brands and designers

We couldn’t be more excited to partner with the thought leaders at Parsons School of Design to see, together with brands, designers, and our Roblox community, how we can further enable self-expression and allow our community to become whoever they want. be – on our platform and beyond.

¹To obtain the most up-to-date consumer data, Roblox, in collaboration with Parsons School of Design, commissioned a survey from Momentive (creators of the SurveyMonkey platform) conducted from September 19-21, 2022 among 1,000 adults aged 14 to 24, living in the United States. The sample was balanced by sex using Census Bureau’s American Community Survey to reflect the demographic makeup of the American population in this age range.

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