Creativity knows no bounds when it comes to connecting with consumers in a post-COVID-19 world. For many denim brands, this means turning to digital methods. For Ralph Lauren, it means offering digital clothing.
After vowing to expand its digital capabilities, the heritage brand announced a partnership with Snap Inc., the owner of Snapchat, that allows Bitmoji users to dress their avatars in branded Ralph Lauren garb. Users can choose from a selection of 12 looks with more than 100 ways to style key pieces, which were created by the brand’s design team as an extension of the physical collection. Garments include a racer jacket, striped rugby shirt, track jacket and a collection of double-breasted blazers.
Gaming is one way for the storied American brand to connect with the next generation of consumers. The partnership with Snap gives Ralph Lauren branded opportunities both on and off the Snapchat app through chat, games, Snap Map and Bitmoji stories, as well as the ability for consumers to purchase the digital fashion both on the brand’s website and in stores.
“With Ralph Lauren’s respected reputation as a global leader within the luxury fashion space and Snap’s undeniable creative prowess and expansive reach to a younger consumer, we feel inspired to explore disruptive ways to tell our brand’s story, drive social commerce and engage with a new generation in an authentic and empowering way,” said Alice Delahunt, chief digital officer for Ralph Lauren.
Other partnership initiatives include the Polo Public Art project, a series of interactive street artworks that Snap brings to life with augmented reality (AR) animation. Located in New York, Chicago and Dallas, these murals are an opportunity for Ralph Lauren to engage with passersby while highlighting the brand’s signature polo shirts.
These digital experiences could be what it takes to connect with younger consumers who are becoming increasingly reliant on their devices. Last year, Levi’s debuted its Pride-themed capsule collection on Snapchat, requiring users to “try garments on” via Snapchat in order to make a purchase. The denim brand used a similar strategy to sell an exclusive Disney baseball cap.