RALPH LAUREN INTRODUCES THE MADE-TO-ORDER POLO
Ralph Lauren is adding its most celebrated product to its Create-Your-Own customization program, the Polo shirt.
The Made-to-Order Polo is the company’s latest offering using its on-demand manufacturing model—with no pre-made inventory, every product is individually created per each customer’s unique specifications. The Polo is crafted with flat-knit technology for a soft feel and a luxurious drape and is available in six designs and 24 color combinations. Customers can create hundreds of designs by choosing the color of the body, sleeves, and collar; and can customize the sleeve with letters, words, or initials through a digitally integrated experience. Graphic designs, additional customization options, logos, and limited editions will be available in the coming months with programmed releases throughout the year.
This on-demand production model has both immediate and long-term benefits, including reducing product inventory, allowing for rapid fulfillment and agility in meeting consumer desires and taste, eliminating the need for markdowns. Unlike traditional cut-and-sew production methods, where patterns are cut from yardage and assembled, each Made-to-Order Polo is knit on-demand with the panel pieces coming directly off the knitting machine knit to size, resulting in minimal material wastage.
This spring and summer, Ralph Lauren will celebrate the Polo shirt with a global marketing campaign entitled “World of Color,” bringing the item to life through unique customer experiences and digital-first activations. An experiential mobile pop-up tour will visit key markets in the U.S. over the coming months. Ralph Lauren retail stores and select wholesale locations will launch color-themed in-store experiences and pop-ups globally. Social- and digital-first activations will include a custom-created Snapchat Scan lens that will unlock a Made-to-Order Polo and color-themed experience; and a unique program with next-generation TikTok personalities that will highlight individuality and self-expression.
The Made-to-Order Polo is now available for purchase exclusively at ralphlauren.com.