The company is partnering with the Zepeto global social networking and avatar simulation app to provide customers with a personalised virtual world.
Known as Ralph Lauren x Zepeto, the partnership consists of a digital apparel collection and a thematic virtual world. Ralph Lauren apparel is virtually represented in the digital world of Zepeto. Participating customers are provided with a personalised 3D avatar and can socialise with others users.
Users can also wardrobe their 3D avatars with exclusive product. Three distinct digital, interactive spaces are designed to celebrate the spirit, energy and attitude of the brand, including the Madison Avenue flagship store, Ralph’s Coffee Shop, and Central Park — all in New York City.
For the first time, Ralph Lauren digital apparel will be available for purchase, marking the company’s entrance 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 virtual Ralph Lauren x Zepeto collection.
