At a preview event today in New York City, the lifestyle brand revealed pricing and availability for its long-in-the-works PoloTech apparel, made in collaboration with Montreal-based tech startup OmSignal. Fortunately, compared to other smart shirts I’ve tried, the cut and design has passed by several pairs of fashionable eyes. It’s a crew-neck tee, with flattened seams that don’t chafe and a cut that somehow made me look more athletic.
The brand said this will open up hundreds of design possibilities as customers choose colors for the body of the shirt, its sleeves and collar. Further customization is available on the sleeves by adding letters, words or initials. Lauren is planning to add more options including new graphic designs, logos and limited edition features going forward.
In 2008, Ralph Lauren Corporation launched a brand called American Living, exclusively for JCPenney. It was the largest cross-category brand launch in the history of Ralph Lauren and JCPenney. On September 29, 2015, it was announced that Stefan Larsson would replace the company’s founder, Ralph Lauren, as CEO in November. Lauren will stay on as executive chairman and chief creative officer.
If Ralph Lauren can pull this off and keep it cost effective, they have an opportunity to “own their customer.” Once the brand delivers the custom product that the customer wants, they will buy it again and again. Technology is making mass customization a reality and brands like Ralph ralph lauren t shirt Lauren are wise to explore it if not embrace it. This is a curious move for Ralph Lauren who has historically told their consumers what is cool and fashionable. No doubt some of the customizations customers may love would offend the fashion sensibilities of Mr. Lauren himself.
It is a feeling that you are investing in and a class that sets you apart from others. This mass customization effort is a targeted marketing focus that has a limited appeal since any customization will increase costs compared to a properly marketed mass model. An immovable fixture in the gamut of athletically-informed casual wear, Polo Ralph Lauren’s enduring reputation as the epitomization of off-duty luxe has taken on many different shapes since the label’s 1967 debut. Initially emerging as an emblem of clean-cut American preppiness, the brand was reappropriated as a staple of 90’s hip-hop culture, and now enjoys a reputation that amalgamates the many peaks of its illustrious history.
However, with a price tag of $105-$168 for a polo shirt, it won’t appeal to value conscious shoppers. Debuting as a premium life brand with connections to sports like polo and skiing, Polo Ralph Lauren grew into a look that has become ingrained in urban and hip-hop culture. It was the allure of a premium life eventually led to creation of the Lo-Life crew in New York City, bringing a new notoriety as the gang showed off an insatiable appetite for the brand. Polo’s dedication to high-quality fabrics and a classic look have made it a favorite for everyone from the polo fields to the city streets. Whether it features the Polo bear or the signature polo pony, each piece of Polo Ralph Lauren clothing promises quality paired with timeless .