Ralph Lauren has adopted an interesting way of connecting with the customers in a digital world by collaborating with Snap Inc., the owner of Snapchat.
This association will allow Bitmoji users to dress their avatars in branded Ralph Lauren garb. It is also a part of their strategy to expand their digital capabilities.
With this collaboration, Ralph Lauren customers can choose a selection of 12 looks with more than 100 ways to style key pieces.
The collection including racer jacket striped rugby shirt, track jacket and a double breasted blazer has been created by brand’s design team as an extension to physical collection.
Gaming is another way that allows the brand to connect with the next gen customers.
This partnership will also extend the retailers branded opportunity both on and of the Snapchat app through chat, games, Snap Map and Bitmoji stories. It also allows the customers to shop for the digital collection both on brand’s website and in store.
Other such partnership initiatives include a Polo Public Art Project, which is a series of interactive street artwork bought to life with AR by Snap. These artworks, located in New York, Chicago and Dallas, allow the passersby to engage and also highlight the signature polo shirts.
Such digital experiences allow connecting to the younger generation consumers who are tech savvy and reliant on their devices. A similar use of Snapchat was done by Levis who debuted its Pride-themed capsule collection on Snapchat, requiring users to ‘try garments on’ via Snapchat in order to make a purchase.
Reference link: https://apparelresources.com
