On December 8th, 2021, Ralph Lauren opened its first store in the metaverse on Roblox, an online game platform that has 47 million active users on a daily basis.
In his virtual stores, Ralph Lauren began selling puffer jackets, checkered beanies, and other retro skiwear at prices under $5.
Since creating one of the first brand e-commerce sites over 25 years ago to offer immersive virtual experiences using augmented reality more recently, Ralph Lauren pushes the boundaries of what fashion can do for people to express themselves.
“Our engagement in the metaverse is a natural extension of our lifestyle brand which, at its core, has always been about stepping into the worlds of Ralph Lauren,” said Alice Delahunt, Chief Digital & Content Officer, Ralph Lauren.
“Our partnership with Roblox builds on years of digital innovation and underlines our belief in the opportunity that virtual spaces and economies present—especially when it comes to the next generation of consumers.
Ralph Lauren Winter Escape features engaging winter-themed activities, such as ice skating, roasting marshmallows, and a holiday treasure hunt that will unlock exclusive accessories.
The Ralph Lauren Winter Escape will run until January 3, 2022.
