RALPH LAUREN PRESENTS THE MADE-TO-MEASURE POLO SHIRT
a continuation of our innovation program with the custom manufacture of our iconic polo shirt.
This spring, Ralph Lauren revisits one of its most famous creations, which joins the customization program in a revolutionary form: the made-to-measure polo shirt, the ultimate expression of this piece that has been popular for decades.
This makes the polo shirt the very last item to be offered under Ralph Lauren’s made-to-order process. No stock is built up in advance, and each product is made individually to customer specifications. This polo shirt is designed with a brand-new, softer-touch technology thanks to its flat knit and is offered in six cuts and 24 color combinations, enabling hundreds of possible combinations. Customers can now choose the color or color block of the torso, collar and sleeves, and affix personalized letters, initials or words to them, thanks to an integrated digital experience. Throughout the year, Ralph Lauren plans to offer additional patterns, personalizations and logos, as well as limited editions. The product is delivered directly to the customer in just three weeks.
At a time when new technologies are taking over from traditional manufacturing, Ralph Lauren is positioning itself as a pioneer in this revolutionary new approach, aimed at satisfying customer needs. With both short- and long-term benefits, this new model reduces inventories, enables rapid response to demand and adapts more easily to consumer wishes and tastes, making end-of-collection discounts superfluous. Unlike production methods that involve cutting and assembling patterns from existing fabrics, each bespoke polo is woven to order. This means that each piece is made directly to size, and fabric offcuts are kept to a minimum.
For spring and summer 2021, Ralph Lauren plans to showcase its polo shirt through a global marketing campaign entitled “World of Color”. This campaign will bring the famous creation to life by offering novel experiences, some of which will be previewed in digital format. An ephemeral mobile boutique will tour major American cities over the coming months, while Ralph Lauren stores and selected distributors around the world will launch color-related operations, including pop-ups. Among the digital initiatives and social network previews, a special Lens Snapchat will enable a custom-made polo to be displayed, in an experience around color, while next-generation TikTok personalities will take part in an exceptional program highlighting individuality and self-expression.
The made-to-measure polo shirt will be available for sale exclusively on RalphLauren.com.
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