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Ralph Lauren Is Selling Digital Wares on Roblox

  • Apparel brand sees digital fashion as ‘future revenue stream’
  • Companies are using metaverse to win over younger customers
Ralph Lauren Winter Escape in Roblox
Ralph Lauren Winter Escape in RobloxSource: Ralph Lauren, Roblox
Corrected

Ralph Lauren Corp. is debuting its first digital fashion line in Roblox Corp.’s virtual world, becoming the latest apparel maker to try building brand awareness in the metaverse. 

The company, known best for its polo shirts, is offering a “Winter Escape” experience in the Roblox online universe. Players can enjoy activities such as ice skating while shopping for retro sportswear from the designer’s 1990s collection. The items are expected to cost 125 to 300 Robux, or about $1.25 to $3.