Ralph Lauren will return to New York Fashion Week this year, hosting a catwalk show in the Hamptons on September 5th.
“The Hamptons is more than a place. It’s a natural world of endless blue skies, the ocean, green fields, and white fences, rusticity and elegance with a quality of light that drew artists here decades ago. It has been home, my refuge and always an inspiration,” Mr Lauren said in a statement. The family owns a home on Montauk, and Mr Lauren has spent considerable time in the area.
The Ralph Lauren brand, an icon of American luxury, likely opted to show in the Hampton’s as part of a calculated brand positioning exercise. The Hamptons, long synonymous with old-money leisure and a particular breed of American luxury, has been integral to Ralph Lauren’s brand DNA since its inception.
Showing in the locale, where the brand already operates three stores, solidifies Ralph Lauren’s connection to a geography that embodies its target demographic. Secondly, it provides an authentic backdrop for the brand’s preppy, nautical-influenced aesthetic that has been a cornerstone of its collections.
The move comes at a time when experiential marketing is gaining traction in the luxury sector. By inviting press and high-net-worth clients to experience the collection in situ, Ralph Lauren is creating a immersive brand moment that extends beyond the runway
Ralph Lauren store in Southampton
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