Social media and gaming worlds have become the go-to meeting points for a new generation of customers. They act as immersive destinations that inspire connection, facilitate interaction, and offer the opportunities for limitless self-expression. As customers continue to thrive in these virtual spaces, they are demanding that brands bring their best products and services online, so they can successfully express themselves both virtually and IRL.
To meet this new need, fashion brands are forming unique partnerships with innovative digital platforms to create new virtual fashion collections that can dress and style digital avatars. This allows customers to express themselves through choice and personal style, as they would in real life, while for brands, create new revenue streams, tap into a new customer base and raise brand awareness.
Ralph Lauren has partnered with South Korean social media platform Zepeto to offer a range of completely digital clothing. The collection features 12 looks with over 50 unique pieces; a mix of vintage, current summer and limited editions. Ralph Lauren x Zepeto will be available to over 200 million Zepeto app users, prices range from 14 to 40 ZEMs (the platform’s digital currency), which equals to $0.57 to $2.86 USD.
Digital fashion brand DressX has created an online fashion store called ‘DRESSX NFT’ in partnership with NFT marketplace Crypto.com. Customers can buy virtual fashion collections and access exclusive fashion drops, which they wear virtually by using an AR lens in the DressX app.
Ralph Lauren unveils exclusive partnership with Zepeto
DressX partners with Crypto.com partnership to launch NFTs
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Image courtesy of Ralph Lauren