US – To mark the launch of the RL 888 handbag line, Ralph Lauren has revealed its first virtual store, inviting customers to discover the new collection in the immersive gamified landscape.
After four years, the American fashion house is gearing up for a return to the New York Fashion Week schedule in September 2023. Ralph Lauren is whetting the fashion crowd’s appetite with new launches ahead of the show – the RL 888 collection, available from the brand’s first 3D immersive digital store, The 888 House. Set in a landscape inspired by the Californian desert, the virtual shopping experience features a high-resolution surrealistic decor, allowing visitors to wander, discover products and place orders.
While virtual immersive stores have been proliferating in the luxury fashion landscape, for iconic brands like Ralph Lauren, they are a great tool to engage new audiences. Using tech-forward craftsmanship to highlight brand storytelling and exhibit know-how is a strategy we explore further in our upcoming luxury macrotrend.
Strategic opportunity
Businesses aspiring to refresh their brand image and court younger consumers can take cues from Ralph Lauren’s strategy. Pick the tech stack that works best for your business, and focus on making it simple but beautifully designed and seamlessly executed