Ralph Lauren x Snapchat: A Case Study
Ralph Lauren and Snap Inc have joined forces on a long-term global partnership. The collaboration allows Snapchat users to access virtual branded apparel inspired by real Ralph Lauren looks, to dress your personal Bitmoji (a personalised digital avatar available within the Snapchat app). The outfits are also shoppable.
"With Ralph Lauren's respected reputation as a global leader within the luxury fashion space and Snap's undeniable creative prowess and expansive reach to younger consumers, we feel inspired to explore disruptive ways to tell our brand's story, drive social commerce and engage with a new generation in an authentic and empowering way." - Alice Delahunt, Ralph Lauren's Chief Digital Officer
Ralph Lauren's branded and customisable wardrobe for Bitmoji is the first of its kind to live within Snapchat and the Bitmoji app. Bitmoji's 'Mix and Match' feature will highlight 12 looks from the specially designed Ralph Lauren collection - 6 men's and 6 women's - so Snapchatters can stylishly outfit their avatars, expressing their personal style. The collection will be styled against a virtual background that reflects the classic American heritage of the brand.
"This partnership is an expansive and holistic venture to bring the Ralph Lauren brand into the digital world," says Selby Drummond, Snap's head of fashion and beauty. "Bitmoji is the world's most personal avatar, and with a new virtual wardrobe experience, it's possible to feel even more closely and authentically connected to your digital self when wearing the labels you love. We're thrilled to see Ralph Lauren leading the way as brands embrace the world of digital fashion."
The virtual collection was created by Ralph Lauren's design team and treated as an extension of the physical collection, including classic double-breasted blazers, a branded racer jacket, a striped rugby shirt, and a vibrant track jacket. Additionally, every polo shirt within the Bitmoji closet will be branded with the signature Ralph Lauren polo player logo.
Bitmoji users wearing the Ralph Lauren looks will be able to see the designs on their avatar through a variety of digital experiences on and off Snapchat - including Chat, games, on the Snap Map, and through personalised content like Bitmoji Stories.
"Bitmoji avatars enable millions of people everyday to be their true selves in the digital world," explains Ba Blackstock, CEO of Bitmoji. "Just like in real life, your Bitmoji's outfit is a powerful form of self-expression. We're excited to partner with innovative brands like Ralph Lauren to help shape the future of digital fashion by connecting our community with the brands they love."
However, the forward-thinking partnership isn't solely limited to Bitmoji; other recent digital ventures between Snapchat and RL include Augmented Reality (AR) regional mural initiative. The murals, known as the Polo Public Art project, are a series of interactive street artwork featured in New York, Chicago and Dallas by local street graffiti that's intended to reflect the spirit of the various cities in their designs, while celebrating the classic Ralph Lauren Polo Shirt. The wall art is then enabled with AR animation via Snap Codes to bring each mural to life and further engage fans.
The partnership hopes to redefine commerce with this new way of reaching younger audiences, and points to Ralph Lauren's focus on leading with digital to do so. In other news similar to Ralph Lauren, Alo Yoga launches a wellness and fashion metaverse on Roblox. Read more about it in this article.