We understand that you have a lot of goals to accomplish and places to go. Your clothes should fit your lifestyle and aesthetic while allowing you to feel great. You can have function, style and comfort when you shop the Ralph Lauren sale at Belk. In soft cotton jersey, this T-shirt features an ombré print in the season’s rainbow-inspired shades.
While personalization initiatives are scattered across the CPG spectrum, personalization-at-scale remains the Holy Grail. Amazon’s Made For You, Walmart’s recent acquisition of Zeekit, StitchFix’s curated wardrobe model, and now Ralph Lauren’s mass customized polo shirts are all leading to that goal but from different angles. Through personalization initiatives, Polo Ralph Lauren t shirt consumers are not only sharing their preferences directly with CPG companies, but they are also putting skin in the game by purchasing the product. I’m only suggesting that the range of customization might want to have some boundaries. If I’m a high profile brand there are words, logos, emojis, etc. that I would not want stitched next to my own logo.
The PoloTech shirt’s metrics (and OMSignal’s tech) mostly focuses on heart rate, breathing rate and calorie expenditure. All three are featured on readout “bubbles” once you launch the app. However, the real meat (and the best reason for spending $300 on a tee) can be found in the “train” and “track” tabs at the bottom.
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 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.
Customization of branded product is different than designing your own screened t-shirt. I remember back in the ’80s there was a brand with a logo of the rider falling off his horse. Ralph Lauren sued them for trademark infringement and won, putting the start-up out of business. Fortunately, I bought four or five of their polos before they disappeared. Brands have been touting the potential of mass customization for years, but is the time now right to make it work in a really big way? Ralph Lauren’s signature embroidered pony gives this comfortable cotton T-shirt an iconic finish.
And just in case you need the little emblem for reassurance or brand exposure, the T-shirts come with the easily recognizable Ralph Lauren logo. If you’re going out to the beach or just a stroll down the boardwalk in the evening, a Ralph Lauren T-shirt is an excellent sartorial choice. Layer up with a Polo Ralph Lauren hoodie, then top it off with a coat or jacket and you’ll be ready for any weather. Pair a down vest with a Polo Ralph Lauren hooded t-shirt for an exhilarating fall hike or sport a cotton t-shirt on the boardwalk during the summer.