Ralph Lauren, the renowned American fashion brand, is expanding its presence in the metaverse by launching a holiday-themed experience and digital clothing collection on the popular online gaming platform, Roblox. The newly introduced Ralph Lauren Winter Escape experience debuted on December 8 and allows users to engage in various wintry activities with their virtual avatars. From ice skating to enjoying hot chocolate from Ralph’s Coffee Truck and toasting marshmallows, users can fully immerse themselves in a picturesque snow-covered alpine landscape.
In addition to the Winter Escape experience, Ralph Lauren has also released The Ralph Lauren Digital Collection on Roblox. This virtual clothing collection draws inspiration from the brand’s iconic Polo Sport line from the 1990s and features eight winter sportswear looks from the Polo Sport, Stadium, and Snow Beach archives, as well as current season offerings. Users can try on and purchase these digital items exclusively for their avatars on Roblox.
The launch of the initial digital collection will be followed by the introduction of additional looks, limited-edition accessories, and bonus items on a weekly basis. Specific details regarding these releases will be shared through Ralph Lauren’s social media channels. The development of the Roblox experience was a collaborative effort between Ralph Lauren and Funomena, a community developer on the platform.
Alice Delahunt, Chief Digital and Content Officer at Ralph Lauren, highlighted the brand’s commitment to the metaverse, stating that it aligns with their lifestyle brand’s essence of stepping into the world of Ralph Lauren. She emphasized their belief in the potential of virtual spaces and economies, especially for the next generation of consumers. This partnership with Roblox builds upon Ralph Lauren’s previous successful digital innovations, including a collaboration with Zepeto, a South Korean virtual platform, where they released their first purchasable digital apparel collection in August.
Ralph Lauren’s venture into the metaverse follows the footsteps of other fashion brands like VF Corp’s Vans World, which debuted on Roblox in April, and Nike, which announced its own Roblox experience in November. Roblox, well-known for its popularity among tweens and teenagers, has become an attractive platform for brands that aim to engage with younger demographics before they become real-world consumers.
The Ralph Lauren Winter Escape experience will be available on Roblox until January 3, 2022. It offers users a unique and immersive opportunity to explore the brand’s holiday-themed virtual environment, participate in enjoyable activities, and dress their avatars in exclusive digital clothing. As the metaverse continues to evolve, it is evident that fashion brands like Ralph Lauren are embracing this virtual realm to engage with their audience in new and innovative ways.
For more information on the Ralph Lauren Winter Escape experience and the brand’s digital clothing collection on Roblox, visit their official website: https://www.ralphlauren.com/. To explore Roblox and experience the Winter Escape firsthand, visit the Roblox platform: https://www.roblox.com/.
