Ralph Lauren launches customisation service for its polo shirts
Ralph Lauren is expanding its ‘create-your-own’ customisation programme with the addition of a made-to-order service for its iconic polo shirt.
The service enables customers to create a shirt according to their own specifications.
With the product available in six designs and 24 colour combinations, customers can create hundreds of designs by choosing the colour or colour-block of the body, sleeves and collar of the shirt and customising the sleeve with letters, words or initials through a digitally integrated experience.
The company said it will be making new graphic designs, additional customisation options, logos and limited editions available in the coming months with programmed releases throughout the year.
In a statement, Ralph Lauren said: “As traditional manufacturing processes give way to new technologies, the company looks to be at the forefront of what is emerging as a revolutionary new approach to meeting the needs of today’s consumer. This model has both immediate and long-term benefits, including reducing product inventory, allowing for rapid fulfilment and agility in meeting consumer desires and taste, eliminating the need for markdowns.“
This summer, Ralph Lauren will be celebrating the polo shirt with a global marketing campaign called World of Color. The campaign will include an experiential mobile pop-up touring key US markets and retail stores launching colour-themed in-store experiences and pop-ups around the world.
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