Pacsun Brings Slick Rick to Roblox Experience, Launches Real-World Clothing Collection
Roblox users can complete quests to earn items inspired by the musician for their avatar.
In early 2023, clothing retailer Pacsun launched its Pacsun Los Angeles Tycoon experience on Roblox, allowing visitors to build virtual versions of southern California landmarks and purchase user-created merchandise.
To celebrate the experience’s first birthday, Pacsun partnered with hip-hop artist Slick Rick to bring new content to the virtual world, as well as launch a real-world clothing collection in Pacsun stores and online.
This update allows Roblox users to interact with a digital version of Slick Rick and complete quests to receive three items inspired by the artist for their Roblox avatar: a crown, eye patch, and UFO watch. Players can also listen to Slick Rick’s music as they explore the experience.
Outside of the Roblox experience, fans can now purchase three real-world t-shirts and a hoodie in a limited-edition Slick Rick collection at Pacsun stores and online.
Pacsun Los Angeles Tycoon has been visited more than 11 million times and, according to the brand, ranks in the top 2,500 experiences on Roblox.
In a press release, Richard Cox, vice president of Men's and Global Partnerships at Pacsun, commented on this update to the Pacsun Los Angeles Tycoon experience:
"Our digital community has been instrumental in shaping our presence on Roblox, and we wanted to bring them something special to celebrate the inaugural anniversary of Pacsun Los Angeles Tycoon. By integrating one of our fundamental pillars - music - into the fabric of our celebration and teaming up with a multi platinum artist Slick Rick, an icon synonymous with music, culture and fashion, we're delivering a fresh and exciting experience inside the virtual world and beyond."
As pointed out by Pacsun, Roblox’s 2023 survey of Gen Z users highlighted how much impact virtual fashion items can have on users’ real-world shopping habits. According to Roblox’s report, 84% of Gen Z users said “after wearing or trying on a popular brand’s item virtually, they are at least “somewhat likely” to consider this brand in the physical world.”
Clothing brands can also use Roblox to reach and generate sales with users who are more interested in styling their digital avatar than their real-world selves. According to Roblox’s report, 56% of Gen Z respondents said “styling their avatar is more important to them than styling themselves in the physical world.” This was an increase from 42% of users who answered a similar question in a Roblox survey from 2022.
You can view Roblox’s 2023 Digital Expression, Fashion & Beauty Trends report here.