Ralph Lauren Launching Custom Polo Program
Ralph Lauren still takes personalization seriously.
Starting today, the company will launch a bespoke polo program that will allow customers to create their own versions of the brand's signature polo shirts.
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This isn't Ralph Lauren's first attempt at customization - it also offers packable jackets, sweaters, and embroidery options for existing polos - but this is the first time an entire polo can be knitted to order.
"We are constantly exploring, researching and testing innovative ways to create new products that are fresh, exciting, and experiential that meet the changing needs of our consumers," said David Lauren, chief innovation and branding officer and vice chairman of the board. “We have had great success with our industry leading customization program and have developed one of the most advanced programs on the market today. With the made-to-order Polo, we have taken over our most famous product and offer the consumer the opportunity to reinvent it and design a completely individual product from scratch that ultimately offers unlimited design options. Every single product is made more sustainably as needed when ordered, and this model is a game changer. It has the potential to change the paradigm of what is possible in terms of how products are made and how we think about inventory levels in relation to consumer demand - the possibilities are endless. "
The polos are made using flat knit technology for a soft feel and are available in six designs and 24 color combinations. Customers can choose their own colors, create color blocks for the body, sleeves and collar, and customize sleeves with letters, words and initials.
The customization program will be available online, and additional graphic designs, logos and limited editions will be added in the coming months, the company said.
Made-to-Order Polo not only allows customers to personalize their shirts, but also sets standards in terms of sustainability, as it reduces the product inventory, enables quick fulfillment and eliminates price discounts. In contrast to the traditional production of cutting and sewing, in which patterns are cut from length and put together, each polo made to order is knitted as required, with the panel pieces being knitted to size directly by the knitting machine. This results in minimal waste.
To introduce the new program, Ralph Lauren will launch a global marketing campaign entitled "World of Color," which will encompass customer experiences and digital activations including a Snapchat Snap lens and a program of TikTok personalities. There will also be an experimental mobile popup that will visit key US markets over the next few months.
Ralph Lauren retail stores and select wholesale locations around the world will also offer full color in-store experiences and pop-ups.
The made-to-order polo is available exclusively at ralphlauren.com and costs $ 168. They are delivered to customers within two weeks.
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