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12/08/2021

Ralph Lauren launches holiday-themed Roblox promotion

Dan Berthiaume
Senior Editor, Technology
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Ralph Lauren is outfitting avatars on the popular Roblox gaming platform.

The luxury apparel brand is running a holiday-themed digital promotion, The Ralph Lauren Winter Escape, on Roblox from Dec. 8, 2021 – Jan. 3, 2022. A gender-neutral, digital clothing collection featuring limited-edition items will launch within the experience.

The promotion will also allow customers to use their 3D digital Roblox avatar to participate in immersive virtual activities such as ice skating with friends, warming up at the firepit with a customized hot chocolate from the “Ralph’s Coffee Truck,” toasting marshmallows, and a gamified holiday treasure hunt to unlock exclusive accessories. At the center of the themed Ralph Lauren virtual world is a holiday tree that is decorated by participating customers to activate new virtual rewards and additions.

In addition, the retailer is offering the Ralph Lauren Digital Collection, exclusively available for purchase on Roblox, which allows users to customize their avatars with outfits they can try on and purchase at the “Polo Shops” within the experience. New looks, limited-edition accessories and surprise and delight bonus items will drop on a weekly basis, with drop dates to be announced by Ralph Lauren via its social media accounts.

Ralph Lauren is following up the August 2021 launch of “Ralph Lauren x Zepeto,” a digital apparel collection and thematic virtual world made available on the Zepeto global social networking and avatar simulation app. Ralph Lauren apparel is virtually represented in the digital world of Zepeto. Participating customers are provided with a personalized 3D avatar and can socialize with other users, as well as shop an assortment of over 50 digital apparel items.

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Retailers inside the fashion vertical are beginning to explore the potential of marketing and even selling virtual products. In June 2021, teen apparel retailer PacSun also partnered with Roblox to make select clothing items available in the Roblox Avatar Marketplace. Roblox players can use their “Robux” online currency (purchased with regular currency) to customize their in-game avatars with Pacsun-branded clothing and fashion accessories.

“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.”

[Read more: Editor’s commentary: What could the ‘Metaverse’ mean for retail?]

“This heartwarming holiday experience instantly transports you into an alpine village where you can explore and enjoy the world of Ralph Lauren together with your friends,” said Christina Wootton, VP, global brand partnerships, Roblox. “Our community developers have created a unique experience with custom textures for a realistic winter nature backdrop where anyone can try exclusive fashion items and even influence what this environment looks like based on their participation and daily voting results. This is the kind of innovation and co-creation that the Roblox platform and technology enable, opening opportunities for brands to build high-quality, authentic and native connections with brand loyalists and new customers globally.”

Ralph Lauren developed the “Ralph Lauren Winter Escape” promotion in collaboration with Roblox community developer Funomena.