Ralph Lauren is on a mission to cater to a new digital generation

The American heritage brand, Ralph Lauren has made an exclusive partnership with popular South Korean social network and avatar simulation app Zepeto. 

The app allows you to create and customise 3D avatars that function in the digital world to socialise with others. With this partnership, users can now purchase a complete digital Ralph Lauren outfit, including 12 looks with 50 unique items ranging from vintage styles to the brand’s summer collection. 

In addition, a digital world will be created that will feature New York locations, such as Central Park, Ralph’s Coffee Shop, and Ralph Lauren’s Madison Avenue flagship store. On top of that K-pop super group TOMORROWxTOGETHER will be hosting a live at the virtual store in September. 

Ralph Lauren’s aim with this collaboration in creating interactive spaces was to celebrate the brand, encasing its attitude and spirit in a digital sphere. Ralph Lauren has pursued several virtual projects in the last year in a bid to tap into a younger generation of consumers. Finding success with Snapchat Inc. to create a collection of Bitmoji avatar outfits in August 2020 and augmented reality experiences in November. In June, this year it became the exclusive outfitter of G2 Esports.