Ralph Lauren invests in the social application Zepeto to attract younger generations
The ready-to-wear brand Ralph Lauren has just signed an exclusive partnership agreement with the social and mobile application Zepeto. In this application, users immerse themselves in a virtual world in the form of a personalized 3D avatar and socialize with other users. A collection of digital clothing The agreement covers a collection of digital clothing and a thematic virtual world. Zepeto evokes what is called a metaverse, this universe which mixes digital and real life, and which makes Mark Zuckerberg, boss of Facebook, dream.
Ralph Lauren clothing is redesigned for the digital world of Zepeto, allowing users to have exclusive Ralph Lauren products in their 3D avatar's wardrobe. The world of Ralph Lauren will come to life through three distinct digital and interactive spaces that celebrate the brand, including the Madison Avenue Flagship Store, Ralph's Coffee Shop and Central Park, all in New York City.“Innovating in virtual worlds is key to engaging the next generation of consumers. This is demonstrated once again by Ralph Lauren's partnership with Zepeto" presents Alice Delahunt, Chief Digital Officer and Chief Content Officer of Ralph Lauren, since 2019. "Ralph Lauren has always embraced new environments and we are delighted to push the boundaries in this emerging field,” she continues. “Making our product available for purchase and being able to wear it digitally and allow consumers to experience the brand in an immersive way is the next frontier,” she says. Digital apparel available for purchase For the first time, digital apparel from Ralph Lauren will be available for purchase. This is the company's first entry into virtual economies. The collection features 12 looks, including over 50 unique items, representing a mix of vintage Polo Ralph Lauren styles and pieces from Polo Ralph Lauren's current summer collection. The collection also includes special items such as two limited-edition skateboards, designed exclusively for the Ralph Lauren Virtual Collection on Zepeto.
In September, K-Pop group Tomorrow X Together will host a virtual live event from Ralph Lauren's Madison Avenue. The group will interact with visitors through their 3D avatars wearing pieces from the Ralph Lauren for Zepeto collection, taking selfies and taking photos and videos that visitors can share on their social networks.
Ralph Lauren recently launched in the areas of immersive and augmented reality, games and digital products. The brand launched the Ralph Lauren X Bitmoji collection, an innovation with Snapchat Logo Scan Lenses. A partnership was also recently announced with G2 Esports to dress an esports gaming team. As part of this partnership, Ralph Lauren and G2 will launch a series of digital activations on platforms such as TikTok and Twitch, as well as global campaigns and events.
Virtual worlds and younger generations Strategy
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