Thu. Dec 1st, 2022

Explore Gen Z Avatar Style Preferences in Detail

Missed our virtual panel “What’s Next in the Fashion Metaverse?” Check out the entry here.

Long before the huge potential of digital fashion caught the attention of the media and brands, members of our community were creating, sharing and wearing their own fashion avatars. For over a decade they have been redefining their digital identity and their personal style, but over the past few years we have witnessed incredible leaps in the evolution of self-expression on our platform.

Iconic fashion brands have established themselves here at Roblox through partnerships with our creator community and the release of layered clothing – our new technology for creating hyper-realistic 3D clothing – once again raised the bar for the capabilities of our creators. As the opportunities for self-expression and personal style expand, we decided to take a moment to connect with our incredible community and get a deeper insight into their digital fashion experience. We have done extensive research based on both our own platform and survey results¹. from the thousands of Gen Z members who are active on Roblox and are intimately familiar with digital fashion.

To offer an in-depth look at the digital fashion trends we’re seeing, we’ve partnered with one of the world’s leading art and design schools, Parsons School of Designto present our Metaverse Fashion Trends 2022 report. Here are the top 5 trends.

2. The influence of the authoring community on fashion is increasing

Only in 2022 more than 11.5 million contributors developed over 62 million virtual clothes and accessories in Roblox. These creators dress millions of people around the world and influence how they express themselves in both the digital and physical worlds.

To put this in context, there is at least 200 times more creators apparel and accessory design on Roblox, as estimated number of fashion designers creating physical collections in the United States².

In 2022, we are seeing a large influx of global fashion and beauty brands. creating digital fashion and immersive experiences for Roblox (or integrating with existing popular experiences on the platform), including Gucci, Burberry, Carolina Herrera, Tommy Hilfiger, NARS, Alo Yoga and supermodel and entrepreneur Karlie Klossas well as metaverse-only fashion companies such as DRESSX. Most of these brands draw on the extensive experience of Roblox community members who can help create beautiful digital fashion and other compelling content on the platform.

Avatar models during the Tommy Hilfiger show at Roblox

2. Self-expression and inclusiveness in digital fashion are essential for Generation Z

The vast majority of Gen Zers who are active on Roblox said in our survey that they have customized their avatars with half of them change their avatar’s clothes at least every week.

Just like in the physical world, people tend to interact with and react to others based on how they look and dress, which can have a profound effect on their self-confidence and relationships. Dressing up their avatars allows consumers express your individuality (47%) as well as feel good (43%)but also to show off your digital collection and feel more connected to your peers – both digitally and physically.

Actually, 2 out of 5 Respondents said that expressing themselves through clothing and accessories in the digital world is MORE important than expressing themselves in the physical world.

Respondent data on what allows Gen Z consumers to dress up their avatars.

A variety of avatar customization options are important to most members of the community, who can easily customize Roblox to be who they want to be. In our survey, they noted the importance of having a full spectrum of skin tones. (said by 70%) and a full range of body sizes (64%), along with a full range of hair colors, textures and styles (70%).

Seven out of ten consider inclusivity in digital fashion design be “very” or “extremely” important. This problem can be solved with new technology such as layered clothing, a new feature that has been adopted by our community creators and users alike. During 2022 more than 157 million Roblox users have already purchased both free and paid community-created layered clothing items.

3. Nearly 3 Gen Zs Say They Spend Money on Digital Fashion

People express themselves through their avatar style and Roblox clothing choices just like they do in the physical world, with more than half (53%) saying that their style changes depending on their mood or feelings on a particular day, and 37% change clothes depending on where they go in the metaverse and what they do. A lot of (42%) would change clothes try on a new purchase immediately.

Respondent data on what makes them change their avatar style

Among those who say they spend money on digital fashion, 31% of users said they typically spend up to $5 per month and another 30% said up to 10-20 dollars a month while almost 12% will spend $50-$100 per month. More than 1 out of 4 let’s say they spent between $20 and over $100 on a single virtual item.

4. Real life trends influence avatar fashion (and vice versa)

In our survey 70% Generation Z said their avatars are at least dressed in their real life style, and equally (70%) saying that they also draw inspiration from physical style by dressing up their avatars.

Take the #Barbiecore trend that started on social media as part of the excitement over the upcoming Barbie movie, or nostalgia for 2000: the Roblox community has been quick to reflect these key 2022 fashion trends in both the creation of items and the style of their avatar.

Timely launch Forever 21 x Barbie The collection helped shoppers quickly (and literally) get dressed for their adventures in the metaverse, and the Y2K trend peaked at Roblox, with total purchases of Y2K-tagged merchandise surpassing 188 million from January to September 2022.

Roblox Y2K Avatar Store

5. The prestige of digital fashion is growing

Latest industry research points to Gen Z’s “enormous cultural and economic impact,” given that this consumer group makes up roughly a quarter of the world’s population and already has hundreds of billions of dollars in purchasing power in the US alone. With this demographic spending more time in immersive social spaces like Roblox, the prestige and influence of digital fashion is on the rise.

More than half (58%) of respondents consider a career as a digital fashion designer as impressive or even more impressive. than the role of a physical modeler. This number rises significantly among people who spend up to $100 a month on avatar fashion. 54% said that being a digital fashion designer is more impressive.

Looking forward to the near future, we expect the next generation of fashion designers and brands to be deeply immersed in digital fashion by dressing up avatars, creating digital 3D versions of their collections, and creating metaverse-exclusive items.

Respondent data on what Generation Z is looking for from digital fashion brands and designers.

We’re thrilled to partner with the influencers at Parsons School of Design to work with brands, designers, and our Roblox community to see how we can further empower self-expression and empower our community to be who they want to be. be – on our platform and beyond.

¹To get the most up-to-date consumer data, Roblox, in partnership with the Parsons School of Design, commissioned Momentive (creators of the SurveyMonkey platform) to conduct a September 19-21, 2022 survey of 1,000 people aged 14 to 24 living in the United States. The sample is gender balanced using The Census Bureau’s American Community Survey showing the demographic composition of the US population in this age range.