Ralph Lauren is expanding its presence in the Web3 space through a new partnership with the popular video game Fortnite. The brand is set to unveil several physical and digital activations in the coming weeks, including Ralph Lauren-branded skins.
Joining the likes of Balenciaga, Moncler, and Armani Beauty, Ralph Lauren is tapping into the immense popularity of gaming and entering the world of Fortnite, which has a staggering 400 million registered accounts globally.
Through a collaboration with Epic Games, the creator and publisher of Fortnite, Ralph Lauren will introduce a line of digital clothing and accessories in the in-game item shop starting from November 5th. The collection, named “Polo Stadium,” will feature two skins inspired by the brand’s iconic “Stadium” and “Polo Sport” ranges from the 90s. Alongside the digital offerings, Ralph Lauren has also planned a series of digital activations, including a live launch event on Twitch and the co-organization of a Fortnite player tournament called “The Polo Stadium Cup.”
In addition to its Web3 initiative, Ralph Lauren has launched a capsule collection of physical items on its website since November 2nd. While referencing the upcoming digital items on Fortnite, the brand will also be unveiling new products on December 1st, both online and in stores. This move towards materializing digital collections reflects the luxury industry’s desire to bridge the gap between virtual projects and real-life operations, as exemplified by the collaboration between Burberry and Minecraft. This approach aims to capture the attention of millions of connected players, particularly the influential Gen Z audience, while appealing to a broader audience of exclusive drop enthusiasts who may not be avid gamers.
David Lauren, Chief Brand and Innovation Officer at Ralph Lauren, expressed excitement about the collaboration, stating, “Ralph Lauren has always created dreams and built new worlds, and today, our collaboration with Fortnite will offer a revolutionary experience to a new community of players and next-generation consumers. Our partnership represents a completely new vision for Ralph Lauren – designing first for the metaverse – that is firmly focused on the future.”
Through this project, Ralph Lauren aims to solidify its position in the gaming world, as various studies have shown that gamification leads to a significant increase in engagement rates, up to 150%. This strategic development has been in motion for several months, with the brand already partnering with Zepeto and G2 Esports.
Sources:
– https://www.businessoffashion.com/news/luxury/ralph-lauren-partners-with-fortnite-to-launch-clothing-line
– https://www.voguebusiness.com/consumers/ralph-lauren-launches-in-game-digital-collection-in-fortnite
