AD6606 The Journey Book

THE JOURNEY TO MY FMP

INTRODUCTION:

My journey book will underpin the foundations for my FMP (final major project) and set the scene of my project. To begin, the following text before you will highlight my story from Brand Me and my 360-campaign and will complete with a solidified final concept.

THE BRIEF:

For this AD6606 brand management module, I will respond to the brief by creating an independent response to the management of the outcome identified in the last module. I will utilise the skills I have acquired throughout my studies to develop a visionary and creative prediction to make the case for a gap in the market, this will be a contemporary and exciting response to the final part of my journey. The brief includes creating an extensive final visual outcome (two exhibition images) and a visually engaging exhibition book.

PRIMARY RESEARCH:

I conducted primary research on Instagram to reach the Gen-Z demographic. I decided to ask 5 short questions on my Instagram story, this approach ensured a high response rate as it was short, quick, and easy to respond. The questions were: Have you seen or heard of Ralph Lauren’s collaborations with either Roblox or Fortnite? Do you engage with any gaming platforms? Have you customised your avatar? Have you interacted with AI (artificial intelligence) or VR (virtual reality) technology before? and Do you ever wish you could escape reality and live out a ‘second’ life where you have full control over everything? There were 25 participants, all female. 5

BRAND ME RECAP:

I found Brand Me interesting, as until this point I never thought about how my childhood had any impact on shaping me into the woman I am today. I discovered a lot about myself; my strengths, weaknesses, how others perceive me, my beliefs, and my style. I utilised this time to delve deep into understanding myself and I would recommend anyone deconstructing themselves like I have done because it is eye-opening. It informed me why my work moved forward in the way that it has been done. It’s fascinating.

The early years of my life were certainly influential and it was firmly noticeable to me the different characteristics I have adopted from my parents. Although I have been extremely lucky and have a strong relationship with both my mum and dad, I particularly noticed the similarities between me and my dad. He has shaped me into a strong, confident, stubborn, and well-grounded individual. Despite having an older sister, the 12-year age gap made me feel as though I’m an only child. Growing up as the only child in my household I had to show how creative I could be and adapt to make-believe games, my imagination left me happily to my own device. Fast forward to now, my creative imagination has had a great impact on my FMP.

I am organised, structured, and certainly a minimalist, this has influenced the way that I work. I approach tasks with a business mindset and display my work in a particular and controlled way. Friends and family recognise me for being a minimalist and my introverted personality often holds me back from taking risks. However, for my FMP I wanted to get out of my comfort zone. I would say I have a ‘flight’ mentality, but I wanted to approach this project head-on and submerge myself in the market I feel most passionately about (luxury lifestyle).

360 CAMPAIGN RECAP:

Fashion and interior, are two words that were rarely associated with each other and my 360-campaign captured them flourishing together. I aimed to imagine a world where the two were combined, where you can completely immerse yourself within a particular brand and live the dream. To blur the line between fashion and interior I took the existing fashion label Olivia von Halle and reimagined the direction they progress in and pitched a homeware counterpart.

My 360-campaign was for Olivia von Halle to release a homeware counterpart to their luxurious sleepwear label. I proposed to produce a range of interior furnishings and accessories that coincide with the existing pieces that elide the party and the after-party. The collection was highly recognisable to Olivia von Halle’s style, I incorporated artistic patterns, unique colours, and luxurious fabrics to create statement furnishings and accessories.

The nightwear described as inviting, stylish, and glamorous once began as a single pyjama set, it expanded to include posh robes, slip dresses, nightshirts, and eye masks. My 360-campaign pushed the movement one step further and provided home furnishings and accessories. Similar to the existing lines of Olivia von

Halle, I envisioned a home furnishings and accessories line that affords style as much as it does genuine pleasure. It was a proposal collection containing moments of surprise and delight whilst embracing luxurious fabrics and design. I wanted the homeware line to reinvent the lifestyle market with a heavy dose of glamor.

MOVING THIS FORWARD:

Vision board one:

The work I created for my Final Major Project needed to symbolise my aesthetic, skill set, and, interest because this could be my calling card for the industry. This project is my final opportunity to showcase all I have worked towards in this degree.

The idea behind this project stemmed from my 360-campaign, it was important for me to analyse what I liked from this module, what I wanted to move forward, and what was best to leave behind. This was to ensure that I didn’t hinge on any progression when developing my final FMP.

proposal, developments, and outcome.

Referring to my original 360-campaign I began my FMP research into Oliva von Halle collaborating with a hotel chain. After further research and development, I believed that by continuing with this brand I was restricting my concept and limiting myself with how far I could push the idea. However, Olivia von Halle has been critical in my development and process because my 360-campaign has inspired my Final Major Project.

I began this module with a narrowed vision, I was set on progressing my previous campaign but unsure of what I could achieve with it. Before I started to build on a new idea, I wanted to underpin what exactly stood out to me and what makes me ‘tick’. I analysed Oliva von Halle along with other areas of development and concluded that it was luxury lifestyle I wanted to pursue, I began playing with concepts and researching for a gap in the market. I explored interior designers and how this could look in a digital NFT property and I thought about an interior and gaming collaboration, whilst I decided not to move these ideas forward, they directed me towards my FMP concept.

Vision board two:

INITIAL IDEA:

My FMP will be catered to Generation Z and their relationship with the metaverse. The concept will be encouraging an existing fashion brand to capitalise on the opportunity to explore The Sandbox and purchase land on the digital real estate platform. It will be a new way for consumers to identify with a brand on a new virtual level. Particularly catered to the luxury market, my FMP will reference Ralph Lauren.

I decided to continue developing a concept where you can completely immerse yourself within a particular brand and live the dream but this time, I wanted to future-proof my idea and implement it into the Metaverse. Incorporating the Metaverse not only keeps my project ahead of the curve but also allows tons of creativity and imagination to explore something which has huge untapped potential for a younger consumer.

METAVERSE RESEARCH:

Fantasy – What is the metaverse?

Apparently the metaverse is the next big thing, so what is it? It’s an internet breaking trend.

There is no agreed definition of the metaverse because technology is yet to be advanced enough to get us there, until then our imagination can run free. Hints of the metaverse are increasingly evident and excitement is building up around the concept. Nobody wants to be left behind with a movement that has significant amounts of untapped potential. In my opinion, the metaverse will be a parallel virtual realm where everyone can log in and live a (second) life in a fantasy world you have full direction over.

Gen-Z – Who wants to explore the metaverse?

Millions of people over the world are joining the metaverse and virtual worlds. Platforms like The Sandbox have already reached 40 million downloads, but who is the consumer?

Gen-Z is the gaming generation. This cohort spends more time socialising and interacting with others online than in real life, they have been brought up to interact with their friends from the comfort of their own homes in a virtual setting. Gaming is dominating the metaverse right now and if Gen-Z continues to behave and interact this way, it will suggest to me that they will embrace the metaverse and be professionals at learning what it entails. It is a way for this generation to make their mark on the world. Whilst tech games seem to win over this generation, I predict that a tech life will gain popularity amongst them. I would be concerned for brands that aren’t willing to explore the metaverse, I believe they would eventually lose interest from the Gen-Z demographic as this will be the most beneficial way to connect to this generation.

Technology – How can we live in the metaverse?

The evolution of technologies will drive the metaverse development and with the rise in popularity, tech companies are beginning to pour funds and efforts into the space. To make the metaverse possible we would require improved capabilities and rely on technology devices like blockchain, cryptocurrency, augmented reality, virtual reality, artificial intelligence, 3D construction, IoT, Edge computing, and 5G. Without this, we couldn’t power the metaverse and make it a reality. Some of these technologies (AI and VR) are already implemented into our lives, 71% of participants from my research confirmed this and said that they interact with these technologies already. This solidifies that we are already familiar with some platforms that will make the whole movement possible.

Luxury – What brands are exploring the metaverse?

Luxury fashion brands and gaming are both fantasy-driven. The similarities between gaming, virtual worlds, and fashion have provided the two industries with opportunities for collaboration and creativity. Luxury fashion brands are turning to the virtual world to boost their marketing efforts and reach a new, younger consumer. Recognisable brands including Ralph Lauren, Gucci, Louis Vuitton, Marc Jacobs, Valentino, Moschino, and Nike are driving a digital buzz with their latest gaming partnerships, I would say luxury brands are ‘shaking hands with the metaverse’. Gaming provides a luxury brand with an opportunity to immerse customers into their world or universe and these brands are leading this space with notable collaborations. The growing alliance between the two industries seems an obvious step and the trend looks set to continue. The metaverse is a goldmine for luxury brands, by collaborating with a product out of their existing product line they are opening themselves up to limitless opportunities.

Escapism – Why will consumers want to explore the metaverse?

In my opinion, consumers will want to explore the metaverse because they can have full control of their (second) life, something which they don’t have control of in the real world. The metaverse is both an escapism and an extension to real life and this is arguably one of the most appealing factors about the metaverse and why everyone will not want to miss out. The results from my primary research confirm that 48% of people wish they could escape reality and alleviate their everyday stress by logging into a virtual version of themself.

Imagination – Who is already imagining the metaverse? My influences:

Second Life is a new world waiting with thousands of virtual experiences and communities, the online platform allows users to create an avatar for themselves and then interact with other users and user-created content within a virtual world. The most ground-breaking aspect of Second Life is that users can replicate almost everything they do in real life: watch a runway show, visit a music club, cinema, café, or museum, and with an entire destination guide users would never run out of places to explore and people to meet. I found it most fascinating that residents usually acquire plots of land and can exchange goods in the marketplace. In my opinion, this separates the metaverse from a generic game.

Sims is another great example of a virtual world where users can explore, experience, and develop stories without limits. Users can create an entire town of Sims with their style, personalities, and dreams. You have complete control of this life and in your accordance can grow a family, fall in love, make enemies, and design homes.

Virtual – How reality is transitioning into virtuality?

The metaverse isn’t supposed to replace physical interactions, it is a second layer that can’t be experienced in a physical environment. The metaverse will mirror real life, every aspect will be replicated in a virtual world and everything you do, see or experience will become possible virtually. This includes being able to build, trade, and invest in products, goods, and services. The metaverse will have the ability for companies and individuals to participate in economic activity in the same way they do today. According to my primary research, 100% of participants have designed their avatar, this is a perfect example of replication in a virtual environment.

Lifestyle – What is life like in the metaverse?

Brands are quickly looking to look beyond just garments and towards creating immersive experiences in the growing network of virtual worlds (the metaverse). Recently, digital worlds are combining different elements of entertainment culture, they are hosting their concerts with A-list celebrities like Ariana Grande, Travis Scott, and Marshmello, in-game initiatives, and brand events. The metaverse could be used for practically anything to your imagination, work, play, or simply just to hang out.

Future – Why is the metaverse going to happen?

I believe the metaverse holds tremendous opportunities for brands and by tapping into this space, businesses and services can transform everything. I predict business leaders will regret not exploring the metaverse if they fail to recognise the opportunities the virtual world offers. Benefits include remote working, immersive entertainment, enhanced customer engagement, improved learning, digital real estate, new revenue streams, and marketing opportunities.

The Sandbox – What is The Sandbox?

The Sandbox is a virtual world where players can build, own, and monetize their gaming experiences, the goal is to disrupt existing game makers like Minecraft and Roblox by providing creators with true ownership of their creations and rewarding them for their participation in the ecosystem. You can purchase a piece of digital real estate in the metaverse. These portions of virtual ‘LAND’ are open to player ownership, you can build experiences and populate them with games and assets. The Sandbox, in my opinion, is giving us a genuine glimpse into the metaverse and has the potential to shine an interest to many brands and designers.

RALPH LAUREN RESEARCH:

Global - Who is Ralph Lauren?

Ralph Lauren is a global leader in the design, marketing, and distribution of luxury lifestyle products in five categories: apparel, footwear & accessories, home, fragrances, and hospitality. Over 50 years, the brand has been legendary for inspiring the dream of a better life through authenticity and timeless style. The strong reputation and highly recognisable image have been developed across a wide variety of products, brands, distribution channels, and markets. The brand’s unique selling point is amongst other luxury brands, Ralph Lauren reaches consumers globally with a breadth of product offerings, contributing to one of the world’s most widely recognised families of consumer brands.

Roblox – Why was their collaboration successful?

Ralph Lauren collaborated with Roblox and created a holiday-themed experience, allowing fans to explore the world of Ralph Lauren through the metaverse. ‘The Ralph Lauren Winter Escape’ experience includes engaging winter-themed activities and digital collections. The Polo shops feature eight digital winter sportswear looks, exclusively available for purchase on Roblox. In my opinion, Ralph Lauren’s collaboration with Roblox was a unique brand partnership and was successful because the collaboration builds on the company’s commitment to digital innovation and storytelling. Ralph Lauren is a global leader in premium lifestyle products, and they will continue this legacy by reaching the next generation of consumers and winning them over with the metaverse. According to my primary research 44% of participants heard or had seen either this or the Fortnite collaboration.

Virtual – How are Ralph Lauren transitioning reality into virtuality?

Ralph Lauren is one brand recognised for transitioning reality into virtuality. Their recent collaborations with Roblox and Fortnite have exclusively sold virtual clothing collections in an in-game store for players to customise their avatars. Alongside this, a virtual experience is now available for you to explore a Ralph Lauren store, the technology allows you to direct yourself around the shop and add the merchandised products to your basket.

Dream – How can Ralph Lauren continue to design dreams?

The brands impact extends beyond garments, Ralph Lauren quoted “I don’t design clothes, I design dreams”. To continue with this mission, Ralph Lauren will need to explore new areas of progression and my suggestion is to replicate all they have achieved and implement it into the metaverse. The brand has already been extremely successful in engaging with their consumers life from a variety of directions and now, I believe it is within the interest of customers to live out the dream in their second (virtual) life too. Dreams and the metaverse are similar, they are both a form of escapism and an opportunity for you to engage, immerse, and lose yourself within a concept. The metaverse goes hand-in-hand with Ralph Lauren’s mission to design dreams.

Imagination – What could be next for Ralph Lauren?

The brands core has always been about stepping into the worlds of Ralph Lauren, the next natural extension to develop this idea is for the brand to explore the metaverse and create a fashion-branded world.

Gen-Z – How can Ralph Lauren target Gen-Z?

Gen-Z spend twice as much time socialising in the metaverse (on video games) than in real life and Ralph Lauren is successfully engaging with this generation of consumers through their latest gaming partnerships with Roblox and Fortnight. To gain customer loyalty from Gen-Z, the brand need to continue exploring ideas in this field and to show they are making conscious efforts to cater to this demographic.

Gender – Why is Ralph Lauren a perfect fit for the Metaverse?

In my opinion, when I think about the Ralph Lauren consumer my mind instantly resorts to a particular gender, male. To my knowledge, I believe this is why the brand is already succeeding with its latest collaborations (Roblox and Fortnite) in the metaverse space. Notably, women are narrowing the gap between the percentage of male and female gamers. Men interact more regularly with gaming platforms and my primary research supports this, only 17% said they engage with video games. The metaverse and Ralph Lauren share the similarity of the male gender dominating the market. I believe this supports why this brand is a perfect fit for the metaverse.

Luxury – How can Ralph Lauren make luxury more accessible?

As we progress towards an immersive multiverse (metaverse), the value of virtual products will increase, but for now it is a perfect opportunity for a luxury brand to reach a younger consumer at a lower price point. For those consumers who want to purchase into the Ralph Lauren lifestyle but can’t afford to pay the price for a physical product, the metaverse encourages its users to purchase an in-game replica.

Lifestyle – What lifestyle are they trying to achieve?

Ralph Lauren aims to make their consumers identifiable with the brands lifestyle, they achieve this by encouraging their consumers to purchase their products in every aspect of their life. They print similar themes across all garments, furnishings, and accessories to make it highly recognisable that you’re living the brands lifestyle and living the dream of Ralph Lauren. I noticed this prominently in their recent ‘The Gift of Togetherness’ collection which was the inspiration behind my 360-campaign. However, it is something the brand has been achieving for years. The brand makes it possible for you to paint the interior of your home, furnish your home, dine out, and dress all under the Ralph Lauren label.

Future – What does the future of Ralph Lauren look like?

For me to envision what Ralph Lauren could look like in the future (in a virtual world), it is important to establish what the brand is iconic for. It is reasonable to assume that Ralph Lauren would continue playing on lifestyles and aesthetics they are famous for but add a futuristic twist when implementing concepts into the metaverse. The luxury lifestyle brand could continue its legacy of the iconic polo pony, the cowboy spirit, and the polo bear in a virtual setting, creativity is limitless when thinking about how these factors can be implemented. In my opinion, Ralph Lauren is legendary for their heritage and antique feel, checkered pattern, knit material, colour palette (rustic and earthly tones), and references to the outdoors, animals, and sports. I feel a sense of togetherness and believe this would benefit the brand, Ralph Lauren will need to interact and bring a new tribe of consumers together for the virtual world to be effective.

WHO ELSE IS DOING IT?

Luxury fashion and video gaming are two industries collaborating and growing alliances with one another, but only a minority of brands are beginning to recognise there’s more to the metaverse than gaming. Louis Vuitton, Balenciaga, Burberry, Tommy Hilfiger, and Moschino are prime examples of this.

Luxury brands are ramping up their metaverse strategy and are beginning to explore it in more ways than virtual clothing. Gucci is launching its virtual world on the real estate platform The Sandbox. The brand has purchased an undisclosed amount of land and is in the process of building immersive experiences on the platform. This new venture for Gucci is the next project following its two-week virtual experience on Roblox. Gucci’s early adoption of digital trends is currently setting it apart from other luxury competitors, this highlights the potential for my FMP despite not having any clear direction of what the land will entail. Adidas has also entered the metaverse by purchasing a portion of land on The Sandbox, and like Gucci, the brand is being secretive and hasn’t disclosed any information regarding what use it is going to make of the land.

THE GAP IN THE MARKET:

As previously explored in my 360-campaign, I discovered that many luxury brands are expanding into other areas of progression (fashion-branded hotel chains) to continue building on the idea of immersing yourself within a brand and living their lifestyle. Ralph Lauren transformed elements of Round Hill Hotel and Villas into a tropical paradise in Montego Bay, Jamaica to engage consumers with experimental and unique expressions of the brand. Hotel chains, restaurants, home debuts, and the launch of Ralph Lauren paint are all natural extensions from the original clothing line to share his vision, his world. My FMP stems from these successful movements and pushes it further into a fashion-branded (virtual) world.

Many brands who sit alongside Ralph Lauren are remaining comfortable with gaming collaborations, my FMP is keeping the brand ahead of the curve from its competitors. By purchasing land on The Sandbox, I am continuing to develop the brands mission in a forward-thinking, truly unique way.

THE CONSUMER:

By exploring the metaverse, Ralph Lauren would be shifting their consumer base from Millennials to Gen-Z. Generation Z is the cohort born between 1997 and 2012, the oldest of this demographic is reaching 25 years old. Gen Z will soon become the largest cohort of consumers and the most influential cohort in the luxury market, they are set to account for 40% of the consumer base by 2035. It was important for me to aim my FMP at this consumer, gaining a share of Gen Z spend is emerging as a critical growth lever for the luxury sector.

CONCLUSION:

Ralph Lauren once said he craved authenticity and my FMP has successfully delivered this, a new excitement and statement concept. I feel passionate about my FMP, I believe that I have created a forward-thinking concept that the industry will find fascinating, new, and fresh. Although my project specifically focused on the luxury lifestyle brand Ralph Lauren, I hope my idea can influence other brands or designers to join the ground-breaking movement and keep ahead of the curve.

REFERENCES:

ABOUT US. (n.d.). Ralph Lauren Corporation. Retrieved March 14, 2023, from https://corporate.ralphlauren.com/our-company

Abrol, A. (2023). 7 Key Technologies That Are Powering The Metaverse. Blockchain Council. https://www.blockchain-council.org/metaverse/technologies-powering-metaverse/

Apparently, it’s the next big thing. What is the metaverse? (2021). BBC. https:// www.bbc.co.uk/news/technology-58749529

GEN Z IS THE TARGET CONSUMER IN THE METAVERSE. HERE’S WHY. (2022). https://emperiavr.com/2022/05/06/gen-z-is-the-target-consumer-in-themetaverse-heres-why/

Hahn, J. (2022). Jonathan Simkhai stages FW22 fashion show in virtual world Second Life. Dezeen. https://www.dezeen.com/2022/02/17/jonathan-simkhaisecond-life-fw22-fashion-show/

Luxury Brands & Video Games – the unlikely new comrades in the world of premium advertising. (n.d.). Verb. Retrieved March 14, 2023, from https://verbbrands.com/news/paid-media/luxury-brands-video-games-the-unlikely-newcomrades-in-the-world-of-premium-advertising/

Mcdowell, M. (2022). Gucci plans virtual world for Gen Z on The Sandbox. Vogue Business. https://www.voguebusiness.com/technology/gucci-plans-virtual-world-for-gen-z-on-sandbox

RALPH LAUREN CREATES EXPANSIVE HOLIDAY-THEMED EXPERIENCE ON ROBLOX. (2021, December 8). Ralph Lauren Corporation. https://corporate. ralphlauren.com/pr_211208_Roblox.html

Redi, R. (2021). Adidas dives into metaverse, buying lands on The Sandbox. Currency.Com. https://currency.com/adidas-dives-in-the-metaverse-buying-landson-the-sandbox

THE TIMELINE. (n.d.). Ralph Lauren. Retrieved March 14, 2023, from https://www.ralphlauren.co.uk/en/the-timeline/70931

What is the metaverse? And why should we care? (2021). World Economic Forum. https://www.weforum.org/agenda/2021/10/what-is-the-metaverse-whycare/

What Is The Sandbox? (2020). The Sandbox. https://medium.com/sandbox-game/what-is-the-sandbox-850de68d893e

JESSICA GILLETT

THE JOURNEY BOOK

FASHION MARKETING & COMMUNICATION

AD6606 - BRAND MANAGEMENT

LEVEL 6