The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The American fashion brand said Monday it has inked a deal to outfit esports brand G2 Esports’ team of gamers.
The move is the latest sign of fashion’s growing interest in gaming and its community of young consumers. Though other brands have experimented with the format in the past, Ralph Lauren claimed to be the first luxury brand to officially outfit an esports team on a long-term basis.
G2 Esports was founded by League of Legends player Carlos Rodriguez and esports investor Jens Hilgers in 2015 and says it has a global fanbase of more than 32 million. Its team competes in titles including League of Legends, Fortnite and Valorant.
Ralph Lauren said the deal marks a “next generation addition” to its sports partnerships and will help it engage new consumers. The brand’s existing sponsorship deals include the US Olympic and Paralympic Teams and Wimbledon.
Before fashion businesses can put artificial intelligence to work or target the right shoppers online, they need good data and a deep understanding of who their customers are and what they want. This case study offers a guide for brands that want to truly know their customer, allowing them to make smarter decisions that serve shoppers and drive results.
The US House of Representatives approved a bill that could ultimately lead to a ban of the app, but its path forward remains far from certain.
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They’re influencing what consumers see, like, buy and wear, and not always for the best.