A collaboration between Ralph Lauren and Epic Games, the makers and distributors of the online game Fortnite, has been revealed. Ralph Lauren will organize a number of activations to foster a relationship with the gaming community and celebrate the debut, including a Twitch live stream launch event. Ralph Lauren will also be the first luxury brand to cohost a Fortnite player competition.
"[...] Our partnership represents a completely fresh take on the Ralph Lauren brand, designing for the metaverse first, that is thoroughly focused on the future. We are excited to continue to lead digital exploration, building on our decades-long track record of pioneering innovation," commented David Lauren, Chief Branding and Innovation Officer at Ralph Lauren.
The partnership will also see Ralph Lauren and Epic Games team up to create digital apparel and accessories for the Fortnite Item Shop along with a series of physical apparel.
Luxury Video Game Collaborations
Ralph Lauren and Epic Games Have Announced a Fortnite Partnership
Trend Themes
1. Luxury Video Game Collaborations - Luxury brands are increasingly collaborating with video game companies to reach younger audiences and explore the metaverse first, providing ample opportunities for pioneering innovation.
2. Digital Fashion Collections - Luxury fashion brands are creating digital apparel and accessories for video games to monetize in-game purchases and engage audiences in the metaverse.
3. Live Stream Launch Events - Live streaming events for video game collaborations are becoming increasingly popular for luxury brands to engage with gamers and establish a digital presence.
Industry Implications
1. Luxury Fashion - Luxury fashion brands are partnering with video game companies to capitalize on the popularity of gaming culture, expand their reach to younger audiences, and experiment with innovative digital designs.
2. Gaming - Video game companies are collaborating with luxury brands to monetize in-game purchases, reach new audiences, and incorporate fashion and branding opportunities into their games.
3. Event Planning - With the rise of live stream launch events, event planning companies have a unique opportunity to facilitate collaborations between luxury brands and video game companies and market these events to the gaming community.