By Gary Symons
TLL Editor in Chief
The luxury fashion house Gucci and skate-shoe brand Vans have launched a virtual scavenger hunt between their two worlds on Roblox.
The idea is to introduce younger consumers to luxury fashion through a brand already familiar to many younger people. Starting now and continuing through May 13, Roblox users can explore the two newly linked digital worlds, with a chance to find and win exclusive items for their Roblox avatars.
The unusual promotion is said to be the first time two large companies have collaborated to link their digital worlds on Roblox, which is considered the world’s leading metaverse platform.
For Gucci, the exercise is said to be primarily an exercise in raising awareness among teens who would be unlikely to buy a Gucci item today, but may do so as an adult. Vans is a streetwear brand with accessible pricing for most people, so the collaboration essentially introduces Gucci to Van’s consumer base, while also associating Vans with a high-end luxury brand.
This isn’t the first time the two brands have collaborated. In a previous metaverse mashup, Vans took part in a program called the Gucci Continuum, which allowed invited designers, brands and artists to reinterpret historic Gucci pieces or deadstock fabric, and encouraged cross-brand collaborations.
As well, both Gucci and Vans are metaverse and Roblox veterans. Gucci has been involved in a variety of metaverse projects on Decentraland and The Sandbox, and launched its Gucci Town on Roblox in May 2022. The virtual world has been used as a site for branded events, including a takeover by pop star Miley Cyrus.
Vans has been on Roblox since September 2021, and was among the first major brands in the world to adopt the platform.