For the first time in the brand’s history, Polo Ralph Lauren has modified its iconic logo to further its reach with younger consumers.
The redesign, which replaces the Polo Pony with the Fortnite Loot Llama, is part of the fashion brand’s partnership with the gaming platform Fortnite.
The collaboration features a collection of apparel and accessories designed by Ralph Lauren for the physical and digital world, as well as two new Fortnite characters, Stadium Hero ’92 and Polo Prodigy.
Both the physical and digital collections are inspired by Ralph Lauren’s ‘1992 Stadium’ collection and include polo shirts, boots, sliders, polo mallets, and more.
Next year, the company will introduce only 300 limited-edition boots that are a replica of the one created for Fortnite. The retail price has not yet been set.
The price for the physical product ranges from $60 to $188 while the digital product pricing ranges from 1,300 to 1,500 V-Bucks V-Bucks — the currency used on the Fortnite site.
Brands like Nike, Jordan, Balenciaga, and Moncler have also partnered with Fortnite in the past, meaning exposure across the metaverse and gaming platforms is proving to be effective for fashion brands.
Is the metaverse the way to reach new generations?
Kids who play Fortnite most likely won’t be able to buy a $1,150 Balenciaga x Fortnite t-shirt, but having access to these digital collections makes them start building brand loyalty, meaning they’ll likely buy the brand’s physical products when they have the funds.
The question is, are the new generations interested in brands like Polo, which are more traditional than modern? I see how Nike and Balenciaga can resonate with teenagers, but how can these ‘traditional’ brands appeal to a younger demographic and maintain their essence?
TBI