Ralph Lauren expands customization service

As their customization services continue to gain traction, Ralph Lauren has expanded the service for their crewneck sweaters. Beginning this Thursday, online and Manhattan customers can order knit to order sweaters at the price of 198 dollars.

Ralph Lauren first opened their eyes to customization offerings when they opened a customization shop last year at their London flagship store. Customers had the options of embroidering and adding patches to polo shirts, hats and blazers. They continued their customization services with a pop-up at the U.S. open this year with customizable T-shirts.

Ralph Lauren to offer customization services for crewneck sweaters

According to David Lauren, Ralph Lauren's chief innovation officer, they are hoping to roll out customization services to all their stores.

While Ralph Lauren has been struggling to return to their peak sales glory over the past several years, they are continuing with their Way Forward plan for restructuring. As part of their Way Forward plan, they are looking at doing other things such as releasing limited-edition products to create more reasons for consumers to engage with the brand.

In the second quarter of Fiscal 2017, revenue decreased by 9 percent to 1.7 billion dollars on a reported basis, driven by initiatives to increase quality of sales, reduce promotional activity, and elevate our distribution, as well as brand exits and lower consumer demand.

photo: via Lyst.com




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