Ralph Lauren has embarked on a new collaboration to enable customers to purchase digital clothing to be worn by their avatars.
The move marks the company’s first entrance into virtual economies.
Through a partnership with the social networking and avatar simulation app Zepeto, the Ralph Lauren x Zepeto collection allows users to immerse themselves in a fully articulated virtual world with a personalised 3D avatar and socialise with other users.
Featuring 12 looks and over 50 items, the collection includes a mix of vintage Polo Ralph Lauren styles and pieces from the brand’s current summer range. It also offers special items such as two limited edition skateboards.
The collection has involved Ralph Lauren apparel being reimagined for the digital world to enable users to wardrobe their 3D avatars with exclusive product. In addition, the world of Ralph Lauren has been brought to life through three distinct digital interactive spaces including the brand’s Madison Avenue Flagship Store, Ralph’s Coffee Shop and Central Park, all of which are in New York City.
Alice Delahunt, chief digital officer at Ralph Lauren, said: “Ralph Lauren’s new partnership with Zepeto further demonstrates our belief that innovating in virtual worlds is essential to engaging the next generation of consumers. Ralph Lauren has always embraced new environments, and we’re excited to push the boundaries in this emerging arena. Making our product available to purchase and wear digitally and allowing consumers to experience the brand in immersive new ways is the next frontier.”
Source: Retail Bulletin