Ralph Lauren is opening a shoppable Roblox experience with eight gender-neutral winter sportswear looks inspired by the Polo Sports archive. The collection includes the Polo Sport, Stadium and Snow Beach archives in bold colors and sporty graphics, ranging from 150 to 300 Robux (the equivalent of about $1.25 to $3, or $1 for 100 Robux).
People can unlock accessories via a treasure hunt and influence what the environment looks like based on their participation in decorating a tree and in daily voting. Visitors can also ice skate with friends, visit a fire pit, drink hot chocolate and toast marshmallows.
The metaverse is a collection of retail experiences that aim to reimagine the physical world. Gucci has opened spaces in Roblox, Zepeto and Animal Crossing, among others. Each includes the ability to shop for physical products, which are shown in the virtual spaces as three-dimensional renders.
In August, Ralph Lauren opened a Zepeto experience with digital clothing; last year, it partnered with Bitmoji and parent-company Snap on a collection of virtual items. Last holiday season, it opened virtual stores inspired by its stores in New York, Beverly Hills, Moscow, Paris and Hong Kong. Morgan Stanley reported that social gaming platforms such as Roblox allow brands to monetise the “vast [intellectual property] built over decades”.
While Ralph Lauren’s Roblox holiday experience is temporary, the brand sees long-term potential in virtual spaces, Delahunt says. “Our partnership with Roblox builds on years of digital innovation and underlines our belief in the opportunity that virtual spaces and economies present — especially when it comes to the next generation of consumers.”
