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.
Husbands’ particular brand of Parisian cool is a truly global affair. Boglioli makes suits so soft you might just forget you’re wearing ’em. Your grandmother’s drapes just came to life and transmogrified into an absolutely filthy jacket. If the Ralph Lauren blazer above represents the ne plus ultra of the form, Todd Snyder’s epitomizes the sport coat Polo Ralph Lauren t shirt at its best—a patterned jacket specifically designed for solo wear. At just under 600 bucks it’s the rare value proposition actually worth every cent. HBO Max, the streaming service from the prestige TV behemoth behind some of the most memorable productions in the business, is here to keep you entertained now that binge-watching weather is back.
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” polo dress shirts 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.
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.
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.
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.