Ralph Lauren selling its iconic look in a virtual world
The animated 3D avatars of 200 million people interact with each other in the virtual world of Zepeto. Now they can impress one another by wearing classic apparel from Ralph Lauren at a fraction of the real-world cost. The iconic brand is the latest big name to set up shop in the metaverse of various virtual worlds. Ralph Lauren isn’t just selling products but also creating virtual experiences for customers in digital versions of its flagship Madison Avenue store, Central Park, and other places. Chief among the goals: attract and engage younger consumers.
Gap Inc. goes big for 3D virtual try-on of clothes
In the June edition of NewsBytes, we concluded that virtual try-on of clothes was finally, after many years, gaining traction. The occasion was Walmart acquiring a startup with fit technology. It looks like we read the tea leaves correctly: Gap Inc. is buying Drapr, a company that lets shoppers see how different size clothes look in 3D on avatars with their body measurements. Gap. Inc. plans to provide the service to customers of its brands, Gap, Old Navy, Banana Republic, and Athleta. Drapr says its platform reduces returns by 26%.
Vietnam’s covid lockdowns intensify supply chain woes
Lingering supply chain disruptions just became worse, and shoppers may see shortages of certain clothes. The cause? Strict lockdowns in Vietnam to slow the spread of the coronavirus. Some major U.S. brands — including Nike, Gap, Athletica, and Urban Outfitters — rely on Vietnam for production of apparel and footwear. Urban Outfitters is starting to limit offerings of some sizes of dresses and tops. The full impact may not be felt for months because companies place orders far in advance.