How Ralph Lauren’s ‘phygital’ boot sale in Fortnite shows benefits — and limits — of virtual commerce
On August 3, Ralph Lauren is launching the Polo P-Wing Boot, a physical shoe modeled after a digital Ralph Lauren garment sold inside “Fortnite” last year.
The release demonstrates how brands are increasingly experimenting with the metaverse as a product testing and commerce channel — but also how they are still determining how to connect the virtual and the physical in meaningful ways.
Ralph Lauren has been in “Fortnite” since last year, when the company launched a collection of in-game outfits and items inside the popular game. At the time, the total price of all of Ralph Lauren’s in-game cosmetics was about $20; this time around, the physical Polo P-Wing Boot will sell for $250, and the company is manufacturing only 200 of them, according to Ralph Lauren chief innovation officer David Lauren.
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Source:: Digiday
