Take an in-depth look at Gen Z avatar style preferences
Join us November 2 from 9:30 am to 10:00 am PT for our virtual panel “What’s the next step in the metaverse fashion?” ” where fashion and metaverse pundits will delve into these trends and what’s yet to come in digital fashion on Roblox and beyond.
Long before the vast potential of digital fashion attracted media and brand attention, members of our community designed, shared and wore their own avatar fashion creations. They have been redefining digital identity and personal style for over a decade, but in recent years we have seen incredible strides in the evolution of personal expression on our platform.
Iconic fashion brands have established presence here on Roblox by partnering with our community of creators and launching Dress in layers – our new technology that powers hyper-realistic 3D apparel – has once again raised the bar of what our creators are capable of. As opportunities for personal expression and personal style accelerate, we’ve decided to take a moment to connect with our amazing community and better understand their experience with digital fashion. We have conducted extensive research, drawing on both our platform and survey responses¹ of a thousand members of Generation Z active on Roblox and familiar with digital fashion.
To offer 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 institutes, Parsons School of Designto launch our “2022 Metaverse Fashion Trends” report. Here are the 5 main trends.
2. The influence of the designer communities on fashion is accelerating
Only in 2022, more than 11.5 million creators designed more than 62 million virtual clothes and accessories on Roblox. These designers dress millions of people around the world and affect how they express themselves in both the digital and physical world.
To contextualize, at least there are 200 times more creators designs clothes and accessories on Roblox as an estimated number of designers creating physical collections in the United States².
In 2022 we have seen a large 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, NARS, Hello Yoga and model and entrepreneur Karlie Klossas well as metaverse-only fashion companies like ROBESX. Most of these brands draw on the vast experience of Roblox community members who can help create beautiful digital and other engaging fashion content on the platform.
2. Self-expression and inclusiveness in digital fashion are key Generation Z
The vast majority of Gen Z active on Roblox claimed 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 connect and react to others around them based on their looks and clothing, which can have a profound impact on their self-esteem and relationships. Dressing up their avatars allows consumers to do that express their individuality (47%) And feeling good about themselves (43%)but also to show their digital collection and feel more connected to their peers, in the digital and physical world.
In reality, 2 out of 5 respondents said that expressing oneself with clothes and accessories in the digital world is MORE important than expressing oneself in the physical world.
Various avatar customization options are important for most community members who can easily customize Roblox to be who 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 inclusivity in digital apparel designs be “very” or “extremely” important. This challenge can be met by new technologies such as Layered Clothing, a new feature that has been adopted by creators and users in our community. In the year 2022, more than 157 million Roblox users have already purchased free and paid items created by the Layered Clothing community.
3. Nearly 3 out of 4 Z generations say they spend on digital fashion
People express themselves through their avatar style and Roblox fashion choices the same way they express themselves in the physical world, with more than half (53%) saying that their style changes according to their mood or feelings on a particular day, e 37% changing clothes depending on where they are going in the metaverse and what they are doing. Lot of (42%) would change clothes to try a new purchase immediately.
Of those who say they spend money on digital fashion, 31% of users said they typically spend up to $ 5 per month and another 30% says up to $ 10- $ 20 per month while almost 12% will spend between $ 50 and $ 100 per month. More than 1 in 4 suppose we spent between $ 20 and more than $ 100 for a single virtual object.
4. IRL trends influence avatars fashion (and vice versa)
In our survey, 70% Generation Z said their avatars dress at least somewhat like their IRL style, with just as many (70%) saying that they also take inspiration from the physical style when they dress their avatars.
Take the #Barbiecore trend, which started on social media as part of the excitement for the upcoming “Barbie” movie, or the year 2000 nostalgia – the Roblox community has been poised to mirror these key 2022 fashion trends, both in the creation of articles and in the style of their avatar.
The timely launch of Forever 21 x Barbie allowed shoppers to quickly (and literally) prepare for their adventures in the metaverse, and the year 2000 trend peaked on Roblox, with total purchases of year 2000 marked items exceeding 188 million from January to September 2022.
5. The prestige of digital fashion is on the rise
Recent sector research stresses “the disproportionate impact of Gen Z on culture and the economy”, given that this group of consumers represents about a quarter of the world’s population and already has a purchasing power of hundreds of billions of dollars in the United States alone. With this demographic spending more time in immersive social spaces like Roblox, the prestige and impact of digital fashion is on the rise.
More than half (58%) of the respondents considers a career as a digital stylist as impressive, if not more impressive compared to the role of a physical stylist. This number increases significantly among people who spend up to $ 100 per month in avatar mode, where 54% said being a digital stylist is more impressive.
Looking to the near future, we expect the next generation of designers and brands to be deeply immersed in digital fashion, dressing up avatars, designing 3D digital versions of their collections and creating exclusives for the Metaverse.
We couldn’t be more excited to partner with thought leaders at Parsons School of Design to see, along with brands, designers and our Roblox community, how we can further enable personal expression and enable our community to become whoever it wants. be – on our platform and beyond.
¹To get the most up-to-date consumer data, Roblox, in partnership with the Parsons School of Design, commissioned a survey from Momentive (creators of the SurveyMonkey platform) conducted 19-21 September 2022 among 1,000 seniors aged 14 to 24, living in the United States. The sample was gender balanced using the American Community Survey from the Census Bureau to reflect the demographic composition of the US population in this age group.