Ralph Lauren
Reinventing retail
Challenge
Ralph Lauren have an important segment of customers who represent significant spend and influence over its reputation. This demanding and discerning audience needed dedicated marketing activity to address their status and supersede expectation.
Results
approach
The 10 Group recognised that these VIP customers would require an exclusive and personalised experience from the brand. We created personal shopping sessions, streamed directly into client’s homes, live from the Ralph Lauren flagship stores in Paris and London. Using a hybrid of live and pre-recorded content, clients were able to preview models sporting the latest lines and were able to shop products directly. The streaming platform allowed clients to interact and ask questions, replicating the intimacy of an in-person shopping appointment directly from the comfort of their homes.
Additionally, VIP clients are kept up to date with the latest collections through video style guides sent directly over WhatsApp.
