Ralph Lauren has begun a “long-term partnership” with Snap, starting with the first-ever mix-and-match, branded wardrobe designed for Bitmoji, the personalised cartoonish digital avatars, in a bid to attract a younger customer.
Snapchat users will be able to shop for their Bitmoji in a Ralph Lauren-branded store within the Bitmoji app and Snapchat. They will then be able to dress their character in Ralph Lauren attire and mix it with other non-branded apparel, purchasable as physical versions in stores and online.
The collection includes 12 total pieces, including a rugby shirt, a racing jacket and a double-breasted navy blazer. The partnership will also include 3D Bitmoji Lenses that show users’ Bitmoji wearing a Ralph Lauren outfit. The Lens includes a “try now” feature that navigates to the wardrobe to see the full collection.
This is the first time that a brand’s design team has designed garments starting with the Bitmoji, says Snap head of fashion and beauty Selby Drummond, which took six months to develop. Apps and platforms that let people interact with fashion have reported surging usage in 2020, largely due to people spending more time on mobile devices amid the pandemic, particularly Gen Z. It’s an opportunity that Snapchat is harnessing to commercialise its technology while allowing fashion brands to leverage the engaged younger audience.
“Bitmoji are important vehicles of self-expression in the digital and social space. As the world of digital avatars continues to accelerate, it’s interesting for us to test and learn how audiences respond to fashion in this space,” Alice Delahunt, Ralph Lauren’s chief digital officer says. This is the first time the brand has designed clothes for the digital space.
The full article read on the Vogue Business