polo store coupon Ralph Lauren Takes His Line on the Road
While other retailers are taking their acts to television’s home shopping networks, Ralph Lauren is taking his new line of jeans and rugged clothing on the road in an 18 wheeler.
A team of nine young salespeople yesterday started selling the designer’s RRL, or double R L, collection out of a Peterbilt semitractor trailer truck parked on the campus of New York University in Manhattan. The trailer, painted with mustangs running across one side and pulled by a cherry red cab, plans to visit college campuses across the country cultivating customers who might otherwise miss the company’s more traditional marketing efforts.
“It’s a traveling billboard,” Mr.
But it goes beyond that. The truck gives the designer, who is as much a savvy marketer as he is a fashion maven, and his retail empire reach beyond the fashion magazines and department store shops that feature RRL clothes. College students do not necessarily look to the ads in Esquire and Vogue for wardrobe ideas, Mr. Lauren reasons, or spend money in department and specialty stores.
That sales are a secondary goal is not surprising, since $68 blue jeans and $78 flannel shirts may not fit into the average college student’s budget. But Mr. Lauren is not worried about prices. “All the prices are very competitive,” he said. “My products are really good products,
high quality, and people will pay for that.” Thrift Shop Ambience
The shop inside the truck, which has a sort of a Salvation Army thrift shop meets general store atmosphere, opens onto a tented area where clothes are stacked on battered industrial work tables, tossed into baskets or hung on mobile pipe racks. The collection is heavy on items like roomy barn jackets, tooled belts, faded flannel shirts and worn jeans.
To handle logistics and campus politics, the company teams up at each campus it plans to visit with a student group, which then makes arrangements for the truck’s arrival. In exchange, the traveling RRL shop donates 10 percent of its profits to the sponsoring organization.
Said Sam Hamilton, the 29 year old road manager who is leading the team, “I figure I can write a memoir when it’s all over.”An article in Business Day yesterday about a new marketing effort by the Polo Ralph Lauren Corporation misidentified Peter Strom. He is the company’s vice chairman, not its president.