Earlier this month, J.Crew announced the launch of the holiday version of the metaverse store it opened over the summer in partnership with experiential commerce platform Obsess. Beauty Brand L'Occitane also opened a holiday shop in the metaverse in November, which mimics a chalet in the Provençal French Alps. Bloomingdale's also announced the return of its metaverse store this holiday, featuring a 3D interpretation of its flagship location.
"The moniker of metaverse isn't the thing that's resonating with consumers. Instead, it's convenience and customization," said Marcus Collins, marketing professor at The University of Michigan and author of "For The Culture." "People want autonomy. They want agency to shop the way they want, when they want, at their own discretion."
In Roblox's third-quarter earnings report, the metaverse platform saw average daily active users rise 20% year-over-year to 70.2 million. Beauty brands like Fenty Beauty and Maybelline New York have continued to develop immersive spaces and activities on Roblox.
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