If you haven’t noticed, 2 traditional brands – Ralph Lauren and Theory – are making headlines these days. Here’s a quick recap:
The Prince of Polo Reigns Online
Fast Company wrote a HUGE article on David Lauren as the leader of innovation for not only Ralph Lauren, but the fashion industry as a whole. Read about the brand’s history and current status as leader.
“The Internet came at the right time for us,” David contends. “Our stores are like movie sets. Our ads are like still lifes of movies. The web let us create truly interactive, immersive movies.” He continues, “It’s not about the technology. It’s about the brand.”
I caught both David and Deputy Editor Tyler Gray (who surprisingly only has 357 twitter followers) on CNN the other day discussing all of the digital features of Ralph Lauren.
- 4D experience – “Avatar come to life” on Madison avenue
- Children’s story book – parents and kids can shop the clothes the kids wear in the video
- 24 hour window-shopping experience – touchscreen when store is closed (launched in 2006)
- 1st runway shows on demand you can shop from
- Digital lifestyle magazine with original content
RL has also just added two new casual facets to their brand.
Black Label will now sell denim.
And a new line of sportswear called Denim & Supply.
Click the pics to browse both.
Theyskens Theory Instates A New Philosophy
Theory is reviving its brand the old school way with stitches instead of megabites. Olivier Theyskens was brought on last year to create a collection; before it hit stores he was named artistic director for the line. Once a visionary for Nina Ricci, he’s now bringing character to a very bland brand with texture and shape. “Theyskens Theory” is separate from Theory itself, but thankfully his sensibility now permeates throughout the brand. Fall 2012 is his second collection to hit the racks and fashionistas are going crazy. Read about how he came to Theory via visionary Andrew Rosen here. See the collection on his website here.
Elle went a step further and had their stylists create several head-turning ensembles with many of his pieces.