Ralph Lauren
My role: Brand Copywriter
Collaborators:
VP / Editor-in-Chief: Tyler Thoreson
Copy Director: Paul Coco
Graphic design team
Women’s Polo garment design team
Tools: Linux content management system, Mailchimp, Wordpress
Challenge: While RL is well-known to those who grew up with the brand, we found that some of the owned brands were struggling to make an impact and achieve recognition. Additionally, at certain touchpoints the digital experience were not aligning with the in-person experience.
Solution: We created a seamless digital identity and brand experience for Ralph Lauren customers—an online extension of the iconic lifestyle company. From divisional landing pages to blog articles, we tailored content to our customer base and pushed the evolution of their favorite brand.
Results: When generating customer feedback, we heard that people were reacting positively to the synergy of the online-to-in person shopping experience. Click-through rates increased by 18% on the RL site, and the blog articles I wrote for the mobile app generated record views.
