Ralph Lauren is leaning into personalization with a new “knit to order” Polo program. First, the signature Polo brand introduced customizable jackets, sweaters, and embroidery options for polos, and now consumers can design their own iconic Polo designs through Ralph Lauren’s Made-to-Order Polo program. Shoppers can choose their own colorways from the brand’s 24 choices, combine colors for a color block look, and customize the collars and sleeves with letters, words, and initials. To introduce the program, Ralph Lauren is launching a global marketing campaign, “World of Color,” and will include a Snapchat Snap lens, a program with TikTok personalities, and an experiential mobile pop-up that will visit key markets around the U.S. YPulse told you how brands are using personalized products to connect with young consumers and meet their demand for custom product offerings, and the trend is also helping create sustainable clothing and products through an on-demand order model that avoids the environmental impacts of mass product inventories. (WWD)
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