THE SHIRT SHOP
SPRING 2024
BRIEF: Re-establish Polo Ralph Lauren as the definitive destination for men’s shirting by educating the consumer about the breadth and quality of our assortment.
Through highlighting key silhouettes, fabrications, collars, and sensibilities, this digital experience was the first dedicated category shop ever introduced by Ralph Lauren. This involved extensive collaboration with merchandising partners, executive creative leadership, content marketing, and concept design to ensure each touchpoint was both useful to the consumer while also serving business needs.
PARTNER: A. Larose
POLO RALPH LAUREN
Educating the consumer about key silhouettes—their design differentiators and examples of use cases.
THE STYLES
Explaining Polo’s three signature fits, and allowing consumers the opportunity to shop a curated grid of various silhouettes in their preferred cut.
THE FITS
A visual exercise in comparing shirt collars, informing the consumer about the four key offerings and allowing them to shop by their preferred style.
THE COLLARS
Sourced from the world’s finest mills, Polo’s fabrications are hand-selected by our in-house design teams and wear-tested for resilience.
THE FABRICATIONS
The first-ever digital Shirt Shop by Polo Ralph Lauren serves as a gateway for consumers, offering education, flexibility, and the ability to tailor their shopping experience to their preferred fits, fabrics, and styles. In addition to gaining significant SEO traffic, this page is driven to from email, SMS, social, paid search, and more, as well as leveraged by retail teams as an-instore selling tool.