Starting today, the company will launch a Made-to-Order Polo program that will enable customers to create their own versions of the brand’s signature polo shirts.
“We’re constantly exploring, researching and testing innovative ways to create new products that are fresh, exciting and experiential, and that meet the evolving needs of our consumer,” said David Lauren, chief innovation and branding officer and vice chairman of the board. “We’ve seen great success with our industry-leading customization program and have developed one of the most advanced programs in the market today.
The customization program will be available online and additional graphic designs, logos and limited editions will be added in the coming months, the company said. In order to introduce the new program, Ralph Lauren will launch a global marketing campaign titled “World of Color,” that will include customer experiences and digital activations including a Snapchat Snap lens and a program featuring TikTok personalities. There will also be an experiential mobile pop-up that will visit key markets around the U.S. over the next several months.
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