Fashion brands continue to push phygital activations
What: Ralph Lauren and Burberry continue to dive deeper into gaming through phygital activations through Fortnite and Minecraft.
Why it is important: Polo Ralph Lauren has designed in-game clothing for Fortnite which it will release as physical products in-store as well. Burberry is working in reverse as they transform garments into digital skins that are modelled on their physical capsule collection.
In Burberry’s case, a new virtual world will be accessible via the Minecraft marketplace. Ralph Lauren will host a virtual Fortnite tournament and a Twitch Livestream.
Ralph Lauren has also reimagined their logo by placing the brand’s polo player on top of the Fortnite llama logo.
Fashion brands continue to push phygital activations - Burberry
Fashion brands continue to push phygital activations - Ralph Lauren
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