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Ralph Lauren Polo brings customisation to London store

Ralph Lauren Polo brings customisation to London store

Ralph Lauren's new London Polo store is home to the brand's first permanent customisation space.

Polo’s first European flagship store is 17,561 square feet over three floors, and has dedicated floors for men’s, women’s and children’s clothing as well as the first Create Your Own customisation shop. It opens this week (ends18Sep16).

The service has been trialled before with pop-ups and online but the Regent Street space is permanent, and will allow shoppers to customise their polo or oxford shirts.

Soon the service will be expanded into other products, such as caps, while more symbols will be made available for the holiday season. Customers can scroll through an iPad to pick their favourite elements.

Executive vice president of advertising David Lauren said the customisation tools are the first of its kind.

"Now we’re offering up dogs, teddy bears, crests — we can customise your own crest,” he told WWD. “And we’ll be adding new surprises — different sports and cars — all kinds of different, fun ideas you can build into your shirt.”

The brand have put a lot of effort into the customisation counter, with touches such as light projections that change the colour of the display shirts or beam fun Lauren-esque scenes across them — such as a Polo bear hoisting an American flag on a pole.

“You can really see the product come to life in front of your eyes in a really cool, techy way,” Lauren smiled.

Ralph Lauren chose London's Regent Street location for its Polo store, so as to access the constant flow of global tourists and in the hope that the store will act as a sister shop to Ralph Lauren’s main-line flagship on New Bond Street.

“Global tourists are coming there and you want to be a part of that energy,” explained Lauren. “You need to step it up and stand out and create something that feels distinctive and special. I think when people walk down Regent Street they’ll stop at Polo and think it’s unusual — and beautiful.”

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