Digital fashion is already a large, active part of avatar culture. Roblox users bought nearly 1.6 billion digital fashion items and accessories in January–September 2023, while Marketplace averaged 18.8 million daily visitors in the first half of 2025. The figures below describe Roblox platform activity and named Roblox survey samples, not the global digital-fashion market.
Contents
- Adoption and avatar-item scale
- Spending, pricing, and resale
- Identity, inclusion, and self-expression
- Brands and physical-world crossover
- Creators and digital fashion commerce
- Sports apparel and avatar beauty
Adoption and avatar-item scale
Roblox’s platform measures show digital fashion operating at enormous volume. More than 157 million users acquired free or paid community-created Layered Clothing items during 2022. In the first three quarters of 2023, users bought nearly 1.6 billion digital fashion items and accessories, a 15% year-over-year increase. They also made 165 billion avatar updates during that period, up 38% year over year. These figures come from Roblox’s 2022 Metaverse Fashion Trends report and 2023 Digital Expression, Fashion & Beauty Trends report.
For another 2022 benchmark, Roblox users purchased 1.8 billion avatar items through Marketplace. By the first half of 2025, users updated their avatars an average of 274 million times per day. Marketplace averaged 18.8 million daily visitors during January–June 2025, up 17% year over year. The later platform measures are reported in Roblox’s 2025 Roblox Replay: Decoded Through Search and Style.
The scale matters for avatar design. A user may not treat an avatar as a finished profile image; frequent updates make clothing, accessories, hair, makeup, and themed items part of an ongoing visual language. In a 2025 survey, 70% of surveyed Gen Z Roblox users said they had worn branded digital fashion. That is a survey result, so it should be read separately from the platform-wide item and update totals.
Spending, pricing, and resale
Survey results show a broad range of digital-fashion budgets rather than one standard price point. Among surveyed digital-fashion spenders in September 2022, 31% typically spent up to $5 per month, 30% spent $10–$20 per month, and nearly 12% spent $50–$100 per month. More than one in four surveyed users had spent $20 to more than $100 on a single virtual item. These findings are from Roblox’s 2022 Metaverse Fashion Trends report.
Roblox’s September 2023 Gen Z survey showed a similar low-to-mid monthly spending center with a higher-spending segment: 52% were comfortable budgeting up to $10 per month on digital fashion, another 19% were willing to spend up to $20, and an additional 18% were open to spending $50–$100 monthly. The categories are survey responses and should not be added into a single market-size estimate.
Rare items can sit far outside ordinary monthly budgets. In 2023, a single-edition Roblox necklace sold for 1,000,001 Robux, approximately $10,000. By late June 2023, a rare golden helmet was reselling at 7.4 times its original price, and nearly 80% of resold Roblox Limited items sold for more than their original cost. Roblox discussed these marketplace and economy figures in Our Vision for the Roblox Economy.
| Spending or resale measure | Result | Measurement period |
|---|---|---|
| Surveyed spenders at up to $5 monthly | 31% | September 2022 |
| Surveyed Gen Z users at up to $10 monthly | 52% | September 2023 |
| Single-edition necklace sale | 1,000,001 Robux, approximately $10,000 | 2023 |
| Resold Limited items above original cost | Nearly 80% | 2023 |
The 2026 sports-avatar evidence also indicates willingness to spend on themed identity. In a March 23–30, 2026 survey, 82% of surveyed Gen Z Roblox users were willing to spend at least 100 Robux monthly on sports avatar apparel. Roblox users spent 120 million Robux on in-game jerseys during July–December 2025. These figures come from the 2026 Roblox Digital Expression Report.
Identity, inclusion, and self-expression
Digital clothing is closely tied to identity choices. In September 2022, 47% of surveyed users said they dressed avatars to express individuality, while 43% did so to feel good about themselves. Two in five said expressing themselves with digital clothing and accessories was more important than doing so physically. In September 2023, 56% of surveyed Gen Z users said styling an avatar was more important than styling themselves physically; among respondents aged 22–26, the figure was 64%.
Avatar design also depends on the range of available representation. In the September 2022 survey, 70% valued a full range of skin tones, 64% valued a full range of body sizes, and 70% valued a full range of hair colors, textures, and styles. Seventy percent considered inclusivity in digital clothing designs very or extremely important. The source for these measures is Roblox’s 2022 Metaverse Fashion Trends report.
The data describes customization as dynamic rather than fixed. Fifty-three percent of surveyed 2022 users said their digital fashion style changed with their mood or feelings on a given day. Thirty-seven percent changed avatar clothing based on where they were going or what they were doing in the metaverse, and 42% would change their avatar clothing immediately to try a new purchase.
The audience for an avatar is also personal. In the September 2023 survey, 62% of surveyed Gen Z users cared a lot that their avatar looked good to them, compared with 37% who cared a lot that it looked good to others. This distinction helps explain why an avatar wardrobe can function as a private design space, even when the avatar appears in social environments.
Brands and physical-world crossover
Digital fashion can influence how users evaluate both avatars and brands. In September 2023, 52% of surveyed Gen Z users said stylish digital clothes were the attribute they watched most when judging whether an avatar looked cool. Three in four said wearing digital fashion from a recognized brand was at least somewhat important.
The same survey found a possible bridge from virtual trial to physical consideration: 84% of surveyed Gen Z users were at least somewhat likely to consider a brand physically after wearing or trying its item virtually. Roblox’s 2023 findings are reported in Insights From Our Latest Digital Expression, Fashion & Beauty Trends Report.
Roblox’s 2025 survey evidence points to an even wider crossover between digital and offline style. Approximately 84% of surveyed Roblox users said their physical style was influenced by their digital self, while 87% felt more comfortable expressing themselves offline after first experimenting with avatar style online. Surveyed users were 6.3 times more likely to say avatar self-expression felt more like them than posting social-media photos. Seventy-six percent said experimenting with style in immersive spaces was highly important.
Brand discovery also appeared in the 2025 survey. Fifty-four percent of surveyed Gen Z users felt more positive about a brand after trying its avatar items, 88% used digital fashion as a preview before buying physical clothing, and more than 94% of surveyed Gen Z Roblox users explored a brand’s physical-world offerings after receiving free avatar items. These survey results are from The 2025 Roblox Replay: Decoded Through Search and Style.
Creators and digital fashion commerce
Creator-made inventory is a central part of the digital-fashion system. Between April and June 2024, nearly 18% of all community-created avatar items published to Roblox Marketplace had been published since creation opened to more creators in April. In June 2024, 12% of Roblox avatar Robux spending went to items created within the previous 30 days, up from 9% in March. Roblox reported these measures in Roblox Creators Are Earning More and Making More Items Than Ever.
The broader creator economy earned $538 million in 2021 and $624 million in 2022, according to Our Vision for the Roblox Economy. Those totals cover Roblox’s creator economy, so they should not be treated as digital-fashion revenue alone. Roblox also stated a 40% affiliate commission for marketing another creator’s avatar item in 2023.
Discovery has its own audience scale. More than 15 million people visited the Catalog Avatar Creator experience each month in 2023 to shop and try avatar looks. For creators, the combination of frequent avatar updates, new-item spending, and try-before-buy behavior creates multiple paths for an item to be discovered: Marketplace search, social styling, virtual experiences, and recommendations from other creators.
Sports apparel and avatar beauty
Sports apparel shows how digital fashion can combine affiliation, event participation, and personal style. Roblox users purchased 42 million in-game jersey avatar items during the second half of 2025, while more than 100,000 unique jersey avatar items were available during that period. Fifty-nine percent of surveyed Roblox users in the March 23–30, 2026 survey wanted official team jerseys and league merchandise for avatars, and 57% said sports-related avatar styling in Marketplace was important.
Among surveyed users, 51% wore sports avatar gear to express personal style, 41% to match a game or event, and 39% to support a team or athlete. Sixty-seven percent of surveyed Gen Z Roblox users said sports avatar gear made them feel part of a team or fandom. Sixty-six percent said wearing a brand on a sports avatar made them more likely to engage with that brand in real life. These figures are from the 2026 Roblox Digital Expression Report.
Beauty customization expanded the same pattern. Roblox launched its avatar Makeup category on March 31, 2026, with more than 100 items. In a 2026 survey, 58% of surveyed Gen Z Roblox users had worn makeup in the previous three months, and 84% of those users wore it a few times a week. Approximately 87% of surveyed Roblox users were willing to purchase avatar makeup monthly, while 85% said customizing avatar makeup made them more excited about playing games.
Among surveyed Gen Z makeup users, 83% were interested in putting products from favorite makeup brands on their avatars. Seventy-six percent of makeup users and 71% of all surveyed Gen Z Roblox users said branded avatar makeup made them more likely to consider the brand in real life. The identity role was also clear: 82% of surveyed Gen Z makeup users said makeup was important to self-expression, and 77% felt more like themselves when wearing it. Fifty-two percent said avatar makeup made it easier to find people with similar styles, while 49% said it helped them belong to a group or community. Roblox reported the launch and survey measures in Avatar Makeup Launches Today on Roblox Marketplace.