As the winner of the Windowswear Award 2018 in the category of Heritage, for their fashion show and celebration of the 50th anniversary of the brand, this year they are pointing to be nominated to the category of best exhibit/installation with this impressive strategy.
Nowadays there is a breakdown in the business of fashion industry, where E-commerce, Pop-ups, and installations are getting all the customers attention, designers are been challenged not only with their collections, but also with the runway shows, and Ralph Lauren knows perfectly how to play this game.
This brand is known always for been elegant, modern, Upper East Side, classic New York fashion style and they are doing very well out of the fashion world. They have a successful home line, which includes all kind of fabric products, decoration, furniture, even walls paint and so on. Besides, in 1999 they started a restaurant chain with very Ralph Lauren aesthetic with the essence of a country high-class club, wood walls, polo and equestrian elements among of brown leather chairs, in the main cities around the world, including London, Paris and New York. So famous and popular, that you need to make reservations with months in advance.
This NYFW 2019, Ralph Lauren invited editors, buyers, and influencers to breakfast, transforming the brand’s flagship Madison Ave. store into Ralph’s Café, where they had breakfast and appreciated the beautiful and bold new spring collection. A perfect scenario to admire the “starlet on a yacht” themed collection: wide white leg pants and knit tops, capes, classic nautical blazers, and sequin and shiny fabrics, decorated with fine jewelry and gold belts.
Right after the fashion show, the collection was available online and at the store, and understanding that the contemporary customer wants an extra value than just a product, they leave open the Ralph’s café to the public for 3 days after the fashion show. They posted on their Instagram account: “Ralph’s Café expands @RalphsCoffee, which opened in the Madison Avenue flagship in December 2018, into an immersive, one-of-a-kind dining experience across the main floor of the store. Continuing this week’s #NYFW event into the weekend, guests are invited to enjoy a special menu and a salon-style presentation of the new Spring 2019 Collection. Available by reservation only”
This is a very smart movement for the brand, taking advantage not only for the space that they used for the fashion show as an experience for the pedestrians, but also for the customers, where they can go and have a good time, appreciate the pieces of the collection on first hand and enjoy the beautiful decoration of the café and the famous flagship.
