The American heritage brand will launch a 50-piece digital clothing collection available to purchase in social networking app Zepeto, which allows users to build personalised 3D avatars and and interact in virtual spaces.
The partnership will also include a virtual world, featuring New York locations such as Central Park, Ralph’s Coffee Shop, and Ralph Lauren’s Madison Avenue flagship store. K-pop band TOMORROW X TOGETHER will host a live event at the virtual store in September.
The tie-up with Zepeto is Ralph Lauren’s latest foray into immersive digital products. The company has pursued a number of virtual projects in the last year in a bid to tap a younger generation of consumers. It worked with Snapchat Inc. to create a collection of Bitmoji avatar outfits in August 2020 and augmented reality experiences in November. In June this year it became the exclusive outfitter of G2 Esports.
The coming of a collective, persistent, virtual reality will fundamentally transform how we live and shop, writes retail guru Doug Stephens.