Insights from our “2022 Metaverse Fashion Trends” report.

Get an in-depth look at Gen Z avatar style preferences

You missed our virtual panel “What’s Next in Metaverse Fashion?” » Watch the recording here.

Long before the vast potential of digital fashion caught the attention of media and brands, our community members were designing, sharing and wearing their own avatar fashion creations. They’ve been redefining digital identity and personal style for over a decade, but in recent years, we’ve seen incredible leaps in the evolution of self-expression on our platform.

Iconic fashion brands have established presences here on Roblox by collaborating with our community of creators and implementing Dress in layers – our new technology that powers hyper-realistic 3D clothing – has once again raised the bar for what our creators are capable of. With opportunities for self-expression and personal style accelerating, we decided to take a moment to connect with our amazing community and better understand their experience with digital fashion. We conducted extensive research, drawing on both our platform and survey responses¹ of a thousand members of Generation Z active on Roblox and connoisseurs of digital fashion.

To offer an in-depth look at the digital fashion trends we’ve been seeing, we’ve teamed up with one of the world’s leading art and design education institutes, Parsons School of Designto launch our “2022 Metaverse Fashion Trends” report. Here are the top 5 trends.

2. The influence of 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 influence how they express themselves in both the digital and physical worlds.

To put this into context, there are at least 200 times more creators designs clothes and accessories on Roblox as 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, Caroline Herrera, Tommy Hilfiger, NARS, Hello yoga and model and entrepreneur Karlie Klossas well as metaverse-only fashion companies such as ROBESX. Most of these brands draw on the vast experience of Roblox community members who can help create beautiful digital fashion and other engaging content on the platform.

2. Self-expression and inclusivity in digital fashion are key Generation Z

The vast majority of Gen Zers active on Roblox said 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 with and react to others around them based on how they look and dress, which can have a profound impact on self-confidence and relationships. Dressing their avatars allows consumers to do just that express their individuality (47%) And feeling good about yourself (43%)but also to showcase your digital collection and feel more connected with your peers, in the digital and physical world.

In reality, 2 out of 5 respondents said expressing themselves with clothes and accessories in the digital world is MORE important than expressing themselves in the physical world.

Various avatar customization options are important for most of the community members who can easily customize Roblox to be whoever 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 addressed by new technology such as layering, a new feature that has been adopted by creators and users in our community. During the year 2022, more than 157 million Roblox users have already acquired free and paid items created by the layering clothing community.

3. Nearly 3 in 4 Gen Z say they spend on digital fashion

People express themselves through their avatar style and Roblox fashion choices the same way they do in the physical world, with more than half (53%) saying their style changes depending on 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 immediately try a new purchase.

Respondent data on what drives them to change their avatar style

Of those who say they spend money on digital fashion, 31% of users said they typically spend up to $5 a month and another 30% says up to $10-$20 a month, while almost 12% will spend between $50 and $100 a month. More than 1 in 4 they claim to have spent between $20 and more than $100 on a single virtual item.

4. IRL Trends Influence Avatar Fashion (And Vice Versa)

In our survey, 70% of Gen Z said their avatars dress at least somewhat like their style IRL, with just as much (70%) saying that they also take inspiration from physical style when dressing their avatars.

Take the #Barbiecore trend, which started on social media as part of the excitement about the upcoming “Barbie” movie, or nostalgia for the year 2000 – the Roblox community has been quick to mirror these key 2022 fashion trends, both in creating articles and styling their avatar.

The timely launch of Forever 21 x Barbie has allowed shoppers to quickly (and literally) prepare for their adventures in the metaverse, and the Y2K trend has peaked on Roblox, with total purchases of items with higher Y2K tags 188 million from January to September 2022.

Roblox Y2K avatar shop

5. The prestige of digital fashion is on the rise

Recent industry research highlights “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 respondents consider a career as a digital fashion stylist just as impressive, if not more impressive versus the role of a physical stylist. This number increases significantly among people who spend up to $100 a month on avatar mode, where 54% he said being a digital stylist is more impressive.

As we look to the near future, we expect the next generation of fashion designers and brands to be deeply immersed in digital fashion, dressing avatars, designing 3D digital versions of their collections, and creating exclusives for the Metaverse.

Respondent data on what Gen Z expects from digital fashion brands and designers

We couldn’t be more excited to partner with the thought leaders at Parsons School of Design to see, alongside brands, designers and our Roblox community, how we can further enable self-expression and empower our community to become whoever they want. be – on our platform and beyond.

¹To get the most up-to-date consumer data, Roblox, in partnership with Parsons School of Design, commissioned a survey from Momentive (creators of the SurveyMonkey platform) conducted September 19-21, 2022 among 1,000 seniors ages 14 to 24, living in the United States. The sample was balanced for gender using the Census Bureau’s American Community Survey to reflect the demographic composition of the US population in this age group.

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