Mango strengthens commitment to innovation by entering Roblox

Mango has upped its commitment to innovation by opening its first store on the Roblox platform, where users can purchase Mango Teen digital garments and products for their avatars.

It allows the Spanish retailer to offer differentiated experiences, products, and services in the physical, digital and now virtual worlds.

Along with its digital partner, BrandNewVerse, Mango has now become a "key collaborator" of the Outfit Shopping Mall, where the store can be located on Roblox.

Mango's Roblox experience "reflects the latest trends in digital self expression" and, in addition to displaying and selling Mango Teen products virtually, the new store will offer users of the platform a space for interaction.

The store features "a Mediterranean aesthetic", which sits in line with the ‘New Med’ design concept that Mango has introduced to its physical stores.

Jordi Álex Moreno, Director of Technology, Data, Privacy and Security at Mango, said: "As a global company, we want to respond to the needs of our customers in any moment, location or format.

"The arrival of Mango at Roblox represents a milestone because it will allow us to bring to this platform our passion for fashion, while strengthening our ecosystem of channels, by offering our customers differentiated products, services and experiences."

Roblox users will have the opportunity to purchase Mango collections that can be found in the company’s physical stores virtually, via the Roblox Marketplace. They will also be able try on garments and products in an immersive way in the brand’s store in the Outfit Shopping Mall.

Additionally, Mango will launch exclusive designs for the Metaverse during special events on the platform.

The Outfit Shopping Mall is described as a virtual meeting point for Roblox users, where they can explore the stores of physical brands - or stores promoted by native creators of the platform.

Not only can users try on and purchase digital garments and products, but they can enjoy ‘selfie-spot’ moments "in order to capture memories of the shopping experience" and share them with other users.