Immersive Fashion Commerce and Persuasive Interface Design in DressGO on Roblox

This article examines how DressGO, a fashion game developed by DRESSX on Roblox, organizes immersive fashion commerce for youth-oriented audiences through persuasive and gamified interface design. Rather than treating purchase as a discrete transactional event, the study examines how monetization cues are embedded in progression loops, cosmetic status, and habitual return within a platform-mediated retail environment. Methodologically, the article adopts a qualitative single-case study and interface analysis based on a primary corpus of 12 screenshots selected from an initial pool of 34 screenshots collected across six gameplay sessions in January 2026, complemented by observational notes and contextual documentary triangulation and supplementary verification material for Robux/payment-route visibility. The analysis identifies four operational mechanisms: staged unboxing as a sensory gateway to acquisition, daily rewards and quantified tasks as retention infrastructure, rankings and rarity displays as social comparison cues, and accelerators, probability boosters, and waiting timers as conversion pressure mechanisms. The findings indicate that the interface integrates virtual fashion consumption into ordinary play and social visibility, while monetization cues operate through playful aesthetics, repetition, scarcity cues, and low-friction prompts embedded in progression systems. The article contributes to immersive commerce research by examining how gamification, interface design, and symbolic fashion value converge in a youth-oriented virtual retail environment. It further argues that randomized access, temporal friction, and comparative visibility should be understood not only as engagement features, but also as matters of digital fairness, platform trust, and responsible interface design.