HomeRalph Lauren Launch Digital Fashion Collection in Roblox

Ralph Lauren Launch Digital Fashion Collection in Roblox

Fashion brand Ralph Lauren debut digital fashion collection is an excellent case study of sharing brand awareness and engage with Gen Z users.

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Vie
Updated: January 25, 2023
Ralph Lauren Roblox Case Study

Ralph Lauren launched an exclusive gender-neutral digital clothing collection on the online gaming platform Roblox called “The Ralph Lauren Winter Escape.” The holiday-themed experience allows players to ice skate, drink hot chocolate, toast marshmallows, and go on a treasure hunt to unlock exclusive accessories. 

The collection includes eight winter sportswear looks based on the Polo Sport line from the 1990s. It can be purchased and tried at “Polo Shops” within the experience.

Based in New York City, Ralph Lauren is a portfolio of brand names, including Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, and Chaps.

Roblox, based in San Mateo, California, gives users access to user-generated digital experiences built by creators on the platform.

Ralph Lauren Holiday Theme in Roblox

The Campaign – To Share Brand Awareness and Engage With Users

The campaign was a joint effort of Ralph Lauren and Funomena studio, a Roblox-based developer. The collaboration launches Ralph Lauren Digital Collection, which users can purchase at the Polo Shops featured in the Winter Escape.

Users can also customize their avatars that are exclusively available in Roblox.

Ralph Lauren’s engagement in the Metaverse is a natural extension of their lifestyle brand to step into their worlds. The partnership between Ralph Lauren and Roblox builds digital innovation.

It aligns with their belief that virtual spaces and economies offer an opportunity to connect with their brand loyalists. It also captures the new generation of consumers globally.

The Winter Escape will give users a heartwarming holiday experience that will transport them into an alpine village. Users can explore and enjoy the world of Ralph Lauren with their friends.

Roblox community developer has created a unique experience with the customized texture of a realistic winter nature backdrop. Users can try exclusive fashion items and influence the environment base on their daily voting results and participation.

The users can also avail new looks, limited-edition accessories, surprises, and delightful item bonuses for their avatars that will drop weekly.

Check out CookieSwirlC exploring Ralph Lauren Winter Escape in Roblox.

How Did The Campaign Perform? 

The Roblox universe introduces younger users to brands, making it attractive to companies. It allows them to ‘test’ the effectiveness of their marketing vision before they end up on real-world products.

Ralph Lauren grabbed this chance by collaborating with Roblox to connect and engage with their users.

However, this is not their first venture in the Metaverse as they already partnered with Zepeto, another virtual world backed by South Korean internet giant Naver Corp.

After that, Ralph Lauren reached 1.5 million unique visitors and sold over 145,000 products, according to their chief digital and content officer, Alice Delahunt. Ralph Lauren also created shoppable digital apparel for Bitmoji avatars on Snapchat that are ordered through the Ralph Lauren website as physical outfits. 

With Roblox reporting daily users of 47.3 million in the third quarter of 2021, 1 in 5 users is changing their avatar’s appearance reguarly. According to Delahunt, tens of millions of avatars are now wearing Ralph Lauren’s digital fashion collection.

What Could Ralph Lauren Learn From Other Brand Campaigns in the Metaverse?

Just like Invisalign, which aims to share brand awareness and engage with its users, Ralph Lauren has the same goal. To connect and engage with their brand loyalist and new users, they created the holiday-winter-themed game to play by partnering with Roblox.

However, Ralph Lauren can learn more from other brands, especially the Gucci campaign, as they have the same concept, which is the avatar’s customization using their digital fashion collection, as they are on the same line, a fashion retail brand.

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