http://www.rugby.com/In order to promote the Ralph Lauren rugby wedsite where consumers can customise their polo shirt, the brand post a banner commercial with a Photo shoot introducing the new Ralph Lauren Rugby collection.
This banner is present on the top of website such as youtube.com page, which is appealing to a young adults target market and teenagers seeking social recognition from brand names. The banner is reinforcing the website using the same models, and the same colors. The brand is promoting the customized rugby line as a complete different brand. I f you take a look at the "usual" Ralph Lauren webpage it's really different, targeting young workers and young adults instead of generation Y. Ralph Lauren is marketing its webpage as a "new concept" on the usual webpage. The Rugby campaign slogan is "make your own fashion". In my opinion this "new concept" is really appealing to my generation because we like to be able to spend money on a brand name product and customisation is a key to social success. Being unique and common at the same time is the main goal in socialisation for people between 14 to 25 years old. This website is completely matching this way of thinking and I am personnally really attracted, i want to learn more and buy a product.
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