Ralph LaurenPatrice Louvet, CEO of the Fashion Brand, stated Monday that they are looking for opportunities in the metaverse to draw younger customers.

At the National Retail Federation’s annual conference, he said consumers can already buy Ralph Lauren’s digital apparel and make a virtual visit — or even have a virtual coffee — at the company’s Madison Avenue store. According to him, the retailer is looking at whether it will buy property in this digital space, where ecommerce, gaming and other social media intersect.

Louvet also said that he is personally taking part: His avatar already wore a rugby shirt.

One of our strategies was to attract a new generation. “So we need to be there,” said he. There are many parallels between Ralph’s vision and the metaverse, since we aren’t a fashion business. We’re in the business of dreams.”

An increasing number of retailers are exploring the metaverse. Nike bought a virtual sneaker company, RTFKT, last month. WalmartRecent trademark applications that were filed could pave the way to sell virtual goodsHome decor, personal care items, and virtual currency are all available to the users. Gucci and Ralph Lauren are two of the luxury brands that have this capability. launched virtual experiences.

Louvet stated that Ralph Lauren will be participating in the metaverse platform Zepeto as well as a gaming site RobloxThere, shoppers can customize their avatars using Ralph Lauren clothes. According to him, the company had already seen the potential for revenue from the metaverse. He said that Zepeto sold over 100,000 units in just two weeks.

He said Ralph Lauren has not yet sold NFTs — but is considering how that could boost its brand, too.

He said, “We’re learning.” He said, “We’re trying. “I believe that these areas will continue to attract consumers as they grow.”