Gucci demonstrated the huge potential of fashion on Roblox

Roblox, an online gaming platform of 199 million active users per month, has become a new battleground for the digital fashion world. On Roblox, in fact, special accessories and features can be purchased and sold through a digital currency called Robux – which represents a perfect opportunity for brands that want to introduce and sell their products also in the world of gaming. The main one among them is Gucci, which on Roblox brought its latest exhibition, Gucci Garden Archetypes. As part of this exhibition, you could buy digital versions of various items of the brand, including a Queen Bee Dionysus Bag which, initially sold for the equivalent of $6 and available for just one hour, quickly climbed the steps of the resell to cost 350,000 Robux – the equivalent of $4115, or $800 more than the physical bag you would buy in store.

The most surprising fact of the whole issue, as Reddit founder Alexis Ohanian pointed out on Twitter, is that the stock market is not an NFT, and therefore its economic value is not transferable outside of Roblox. In other words, however rare the accessory can be considered, and however much it has been paid, it is worth nothing outside the digital platform – except perhaps the immaterial and perceived one of its own rarity. The event has certainly demonstrated the enormous value that the Gucci brand currently possesses, and above all the extraordinary hidden potential in the very limited releases of digital products on Roblox, a platform with its own small in-game fashion industry – although, as Polygon magazine reports, it is likely that the case of the Queen Bee Dyonisus Bag was a unique one:

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«Two days later, another Gucci Dionysus bag — this one with a floral pattern, based on a real-world bag that retailed for $2,700 — went on sale. People flocked to buy it. However, unlike with the Queen Bee bag, many more Roblox players bought it on its release so it didn’t see the same spike in price when the official sale ended».