Ralph Lauren Rebrand

The Ralph Lauren Rebrand was a semester-long project that encompassed a collaboration with Ralph Lauren and Urban Outfitters. My plan for the rebrand was for Ralph Lauren to have a 90s-inspired men’s capsule collection of pieces from their Polo sport, Polo bear, and other collections. The intent was to ride the wave of the 90s revival that is occurring in fashion today.

Context: This was a very involved project, the whole project started by writing research papers and then turning the information into a slide (each slide is a 5-10 page paper), so my slide deck production was lacking. Unfortunately, I also got covid right before I had to present the project, so I could not feel entirely proud of what I spent an entire semester completing. However, this project made me research until I could not anymore and taught me how to create a 6-month plan.

From the research I conducted, I found Ralph Lauren’s direct competitors and what they were doing better than Ralph Lauren. I discovered that the brand did not cater to a younger audience, which is why I chose to partner with Urban Outfitters. I planned what pieces would be used for the collection, how much each garment would cost, an allocation plan, and how the clothing would be merchandised in stores. From there I broke down a marketing plan that included how to better reach work from home shoppers due to the pandemic (I know, ironic).

Later Findings: After completing this project a year later Urban Outfitters released a Y2K capsule collection with Diesel. Once again although it was not the exact collaboration I imagined the concept was the same.