Ralph Lauren Going Virtual for the Holidays
Ralph Lauren has teamed with Snapchat to launch a virtual experience for holiday. Ralph Lauren is embracing the digital world for the holidays this year using a series of creative efforts — from Snapchat to virtual stores — to invite customers to experience its world. The anchor piece of the project is the creation of a virtual store that will allow customers to visit four of the company’s brick-and-mortar shops in New York, Beverly Hills, Paris and Hong Kong. The virtual store will sell current-season merchandise as well as vintage pieces. The idea of a virtual store was tested in Beverly Hills this fall and was deemed a success, with virtual “foot traffic” 10 times higher than the number of people who would have visited the physical store, the company said. As a result, the company rushed to get the other stores ready for the holidays. David Lauren, vice chairman and chief innovation officer, said the company had been working on the idea of creating a virtual store for some time now, but the pandemic accelerated its plan. “Customers want to know what’s trending around the world,” he said. “What’s ‘the’ shoe in Paris or which celebrity in Los Angeles is wearing that dress?” Before COVID-19, Ralph Lauren shoppers used to travel globally and stop into stores in the cities they visited. But with even local travel impacted by the current health crisis, the company took the opportunity to replicate its stores online and allow customers to visit safely in that way. “Now you can go to Paris for your holiday shopping,” Lauren said. “You can’t go to the London store right now and you might not want to drive into New York to shop, but you don’t need to in the modern world — a COVID-19 world. You can…
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