Ralph Lauren is now selling digital apparel for avatars inside of Zepeto:
Zepeto has been increasingly popular with younger generations in South Korea and other Asian countries. The app, founded in 2018, lets people create 3D avatars of themselves based on their photo and various other customizable features. Users then interact with other users through direct messages, news and experiences. According to the research firm SensorTower, Zepeto was downloaded 400,000 times worldwide last month.... [+]Ralph Lauren isn’t the first brand to partner with Zepeto.
According to Delahunt, the partnership between Ralph Lauren and Zepeto “demonstrates our belief that innovating in virtual worlds is essential to engaging the next generation of consumers.” While Delahunt said the company believes in digital products as a future revenue stream, the company will also keep track of other metrics including how many people visit and how they interact, how much time they spend within the experience and how much revenue is created from digital products. While designing the experience, the company focused on patterns and textures along with how styles fit with users avatars....
Along with its Bitmoji collaboration, the past two years, Ralph Lauren has partnered with a range of new digital platforms. In November 2020, it launched a new augmented reality feature with Snapchat to let people see the iconic Ralph Lauren pony in their physical environment. That same month, Ralph Lauren opened its first virtual stores so people could buy items through its website.
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