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Ralph Lauren’s pivoting from dressing runway models to dressing avatars in a new Snapchat partnership. Here’s how it works:
- Snapchat users can buy up to 12 Ralph Lauren “pieces” for their Bitmoji (customizable, full-body emojis) within the app.
- Ralph Lauren will sell the physical versions of its Snapchat designs in its online store...but not directly on the app.
Bitmoji rowing blazers are the latest form of virtual fashion to arrive during quarantine. With stores closed and fashion week in flux, designers have turned to games like Animal Crossing to showcase new products from a distance.
RL’s desperate for digital sales. Just after Ralph Lauren’s polo pony turned a restructuring corner, the pandemic sent Q1 revenue down 66% to $487 million in its latest earnings report. And lockdown hasn’t helped its digital presence stateside: Ralph Lauren’s North American e-comm sales grew only 3% during the quarter.
My takeaway: Ralph Lauren’s Bitmoji tie-in likely won’t reverse its digital fortunes, but it could be a fertile testing ground for future virtual fashion developments.