{"id":14467,"date":"2024-12-24T20:34:17","date_gmt":"2024-12-24T20:34:17","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/how-brands-from-walmart-to-pacsun-have-harnessed-the-power-of-digital-twins\/"},"modified":"2024-12-24T20:34:17","modified_gmt":"2024-12-24T20:34:17","slug":"how-brands-from-walmart-to-pacsun-have-harnessed-the-power-of-digital-twins","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/how-brands-from-walmart-to-pacsun-have-harnessed-the-power-of-digital-twins\/","title":{"rendered":"How Brands from Walmart to Pacsun Have Harnessed the Power of Digital Twins"},"content":{"rendered":"

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In its broadest and most straightforward definition, a digital twin is \u201ca virtual replica of a physical object, person or process that can be used to simulate its behavior to better understand how it works in real life,\u201d according to McKinsey. Digital twins are often linked to a data source; in some cases, that means the twin is updated to reflect the original version; in others, that means these virtual items unlock insights that can be applied within a specific function or an entire organization.<\/p>\n

But in the world of gaming, digital twins also empower players to express themselves more creatively and authentically online<\/strong>, using \u201cskins\u201d and other digital goods to customize their avatars. Nearly half (46%<\/strong>) of consumers game to meet their desires for creation, imagination and self-expression<\/strong>, a 10% <\/strong>increase over 2023, according to research from Fandom. And while there are many gaming platforms that allow users to tailor their virtual identities, Roblox has become a major \u201csandbox\u201d for brands across categories to test digital goods, creating major opportunities for them to drive brand immersion, loyalty and real-life conversions.<\/strong><\/p>\n

\u201c<\/strong>Roblox is a place where self-expression, fashion trends and digital culture are shaped,\u201d said Winnie Burke, Head of Fashion and Retail Partnerships for Roblox in an interview with Retail TouchPoints<\/em>. \u201cThis represents a massive opportunity for brands to build a community of fans on Roblox and get the attention of consumers who spend time mostly in digital spaces.\u201d<\/p>\n

Results from Roblox\u2019s 2023 Digital Expression, Fashion & Beauty Trends <\/em><\/strong>report confirm Burke\u2019s point: 43% <\/strong>of survey participants shared that they want \u201ctwinning\u201d items on their physical self and avatar self as the top activation they want to see from fashion brands.<\/p>\n

\u201cWe believe the future for brands on Roblox is shoppable, and we\u2019re seeing a lot of interest and excitement in the crossover between digital and physical goods,\u201d Burke said. \u201cWe aim to enable creators and brands to turn their affinity and consumer engagement on Roblox into an effortless shopping experience for their new and existing audiences.\u201d<\/p>\n

Below are five <\/strong>different brands that have used digital twins in creative ways to support their business goals:<\/p>\n

Forever 21<\/h3>\n
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Photo credit:<\/strong> Forever 21<\/em><\/figcaption><\/figure>\n<\/div>\n

Forever 21 <\/strong>was one of the earlier brands to use Roblox as a testing ground for future product releases. The fashion retailer celebrated its one-year \u201cMeta-versary\u201d in 2022 with the launch of The F21 Metaverse Collection<\/strong>, a real-life collection based on the virtual beanie it sold in its Roblox store, Forever 21 Shop City, which garnered a lot of buzz and even more sales.<\/p>\n

The limited-edition collection featured hoodies and T-shirts designed with elements from the brand\u2019s virtual offerings. The collection also included a real-life version of the fan-favorite Forever Beanie, the #1 selling item in Forever 21 Shop City on Roblox. To support the collection\u2019s launch, Forever 21 unveiled a limited-edition tradeable Roblox accessory collection, with one<\/strong> new item available each day for just six<\/strong> hours over a four<\/strong>-day period.<\/p>\n

Pacsun<\/h3>\n
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