Ralph Lauren is the next fashion brand to enter the phygital domain. Tomorrow, the company is dropping the Polo P-Wing Boot, a physical shoe inspired by a digital accessory they sold in Fortnite last year as part of an in-game outfit / items collection. Ralph Lauren will sell the shoe for $250 and there will be a limited supply of 200 pairs; the brand’s chief innovation officer explains “Our hope is that this will be something that will go quickly, if people are engaged with Fortnite and engaged with the experience.” The recent immersion into the phygital and metaverse spaces by Ralph Lauren and other names in the fashion industry has been a move to keep up with younger consumers’ interests, becoming a major trend just as YPulse predicted. (Glossy)
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