# Gamified Virtual Stores Forever 21 Shop City on Roblox Lets Players Build & Own an In-Game Store By Laura McQuarrie | Published 2021-12-17 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/forever-21-shop-city References: [fashionunited.uk](https://fashionunited.uk/news/fashion/forever-21-partners-with-roblox/2021121760168) & [roblox](https://www.roblox.com/)  Forever 21 teamed up with [Roblox](https://www.trendhunter.com/trends/outfit-shopping-mall) for a digital experience called [Forever 21 Shop City](https://www.trendhunter.com/trends/forever-21-2) and it gives players the chance to build, own and manage their very own in-game stores. Through the [virtual stores](https://www.trendhunter.com/trends/benemart-concept), non-playable characters can be hired as employees and Forever 21 items and accessories are put up for purchase. The experience tasks players with running the top shop, which involves stocking inventory, aiding customers, customizing the interior of the store and more. Forever 21 Shop City also features four themed districts with include obstacle courses, entertainment, a food court and a yellow carpet. This digital experience brings real Forever 21 items into the metaverse and it is supported by a community of Roblox players and influencers. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 58% | Activity: 76% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Gamified Retail:** The collaboration of Forever 21 with Roblox for the creation of Shop City suggests new opportunities in gamification applied to real retail scenarios. - **In-game Advertising:** Forever 21's digital experience featuring advertising of in-game accessories offers a unique channel for reaching young customers who are avid gamers. - **Virtual Employee Training:** Forever 21 Shop City allows for the hiring of virtual employees, potentially leading to new ways of training staff for brick-and-mortar stores using gamification and virtual simulations. ### Industries Being Reshaped - **Retail:** The evolution of gamification in retail could lead to increased foot traffic in stores and additional revenue streams through in-game and virtual purchases. - **Gaming:** The immersion of retail items and products in virtual games further opens up gaming as a growing platform for advertising and commerce. - **Technology:** The influence of gamification and virtual experiences on physical retail scenarios suggests a trend towards greater integration of technology in the industry as a whole. ## Related on Trend Hunter - [Metaverse Apparel Collections](https://www.trendhunter.com/trends/forever-21-2.md) - [Metaverse Fashion Malls](https://www.trendhunter.com/trends/outfit-shopping-mall.md) - [Physical Metaverse Merchandise Stores](https://www.trendhunter.com/trends/roblox-x-shopify.md) - [Shoppable Beauty Metaverses](https://www.trendhunter.com/trends/fenty-beauty-experience.md) - [In-Game Beauty Experiences](https://www.trendhunter.com/trends/elf-beauty-and-roblox.md) - [Fashion-First Digital Games](https://www.trendhunter.com/trends/dressgo.md) - [Virtual Personal Care Metaverses](https://www.trendhunter.com/trends/superdrug-2.md) - [Fun-Filled Toy Metaverses](https://www.trendhunter.com/trends/walmart-land.md) - [Tycoon-Style Beauty Games](https://www.trendhunter.com/trends/elf-cosmetics-2.md)