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· Posted on
February 21, 2024

Ralph Lauren has partnered with Fortnite to sell digital clothes 'coz Gen Z just aren't buying the polos anymore

Ralph Lauren is teaming up with popular online video game Fortnite... to start a digital fashion line.

What's the key learning?

  • Ralph Lauren is starting a digital fashion line with Fortnite, an online video game that has approximately 400 million registered players.
  • Ralph Lauren's sales have been flat over the past decade, so it wants to focus on attracting new, younger shoppers.
  • The metaverse and legacy brands could be a match made in heaven because these brands are looking to make the most of what’s being called ‘digi-fashion’.

👉 Background: Ralph Lauren is the fashion giant known for its famous polo designs. And Fortnite is the online video game, which has approximately 400 million registered players. Wowee.

👉 What happened: Now, Ralph Lauren is uniting with Fortnite on a digital fashion line. Think: digital Ralph Lauren outfits placed on avatars - selling for about $6 USD.

👉 What else: Ralph Lauren's sales have been pretty much flat over the past decade, so it wants to focus on attracting new, younger shoppers. And as a result, it needs to be present where younger shoppers spend their time (and money).

What's the key learning?

💡The metaverse and legacy brands could be a match made in heaven because these brands are looking to make the most of what’s being called ‘digi-fashion’.

💡Last year, Balenciaga became the first major fashion brand to launch a digital collection with Fortnite. But we’ve also seen virtual-apparel partnerships from brands like Marvel and Nike.

💡The metaverse is letting old school retailers like Ralph Lauren ‘re-brand’ themselves for a new audience. And they’re hoping major growth, and relevance, won’t be far away.

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