Seventy million active users
In Mango’s communications, Roblox is described as a global, immersive platform for shopping and connection that reaches over 70 million daily active users. This month marks Mango’s first immersive store on the platform, a virtual shopping mall where customers can purchase Mango Teen clothing and digital products for their avatars. The collaboration brings BrandNewVerse into the mix, a company known for handling commercial metadata, and Outfit Mall, a Mediterranean-inspired virtual shopping space that echoes Mango’s brand image of warm ochres and coastal vibes.
Beyond the metadata game, the real value lies in how customers interact. The experience links leisure with opportunity, enabling young users to explore fashion, express identity, and translate virtual styling into real-world inspiration. The Roblox metaverse offers a marketplace where visitors can explore collections from Mango’s physical stores and, in an immersive way, try on clothing and products you might one day see in the real world. Special designs will appear in the metaverse at curated events on the platform.
Jordi Álex emphasizes that Mango’s Roblox entry strengthens the brand’s channel ecosystem. The company aims to communicate with customers in a friendly, approachable manner while exploring every available tool. Digital consumers increasingly expect fashion brands to offer products that exist in both digital and physical forms, with rare digital items available exclusively in the digital space. This dual-demand trend is drawing attention from major fashion houses, who are watching how Mango, Roblox, and their partners navigate this evolving landscape.
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