Ralph Lauren is making its first move in the digital fashion space. The luxury fashion brand is officially selling digital apparel to outfit the next gen’s online avatars on Zepeto (a platform popular in South Korea and more Asian countries for creating 3D avatars). Users can choose from a total of 12 looks featuring 50 items ranging from vintage styles to the brand’s summer collection, including items like madras shirts, Polo bear sweaters, sunglasses, and baseball caps. Each Zepeto piece costs between 14 to 40 ZEMs (equivalent to $0.57 to $2.86 in U.S. dollars), and iconic real-life locations like the brand’s flagship Madison Avenue store and Central Park are also featured in the Ralph Lauren universe inside Zepeto. A live virtual concert is also dropping inside Zepeto, featuring K-pop band Tomorrow x Together (TXT)—the band’s digital avatars will (of course) be outfitted in Ralph Lauren fashion. YPulse’s gaming research shows that 94% of 13-39-year-olds play video games in some capacity, and creating experiences inside digital platforms like Zepeto are becoming a popular way to reach the next gen. (Forbes)
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