American brand Tommy Hilfiger has launched its own game inside the Roblox platform. Tommy Play dubbs itself “a city reimagined, rediscovered and replayed,” where gamers are invited to collect Tommy Tokens to exchange for items like windbreakers, t-shirts, tank tops, cycle shorts, sweatpants, and hats.
This certainly isn’t Tommy Hilfiger’s first foray into digital experiences. Earlier this year, the brand had a presence in Decetraland during Metaverse Fashion Week, and in 2020, Tommy created an island community game inside Animal Crossing. In 2017 the brand partnered with Snap to enable a visual search where users could “see, snap, and shop” directly from the app. Tommy Hilfiger has also been hosting publicly live-streamed see now, buy now fashion shows since 2016, and has moved towards digitising its entire design process using 3D technology.
The Metaverse is a new revenue stream that we are currently testing, as we continue to learn and understand what it means for us. It is here to stay and is an essential part of our consumer journey on how they experience our brand and interact with it. We are in the process of defining our Metaverse strategy. It is becoming clear digital-only products and revenues from physical products in virtual worlds, will become significant in the mid to long-term — Martijn Hagman, CEO of Tommy Hilfiger Global. Source: Forbes
