Ralph Lauren has launched an online shop that only features items from the brand’s deep archives. The collection is arranged in themes that will change each season, with the 1st theme being the ‘western collection.’ Shoppers will find clothing that draws on early 20th century inspiration and folklore from the days of the Wild West.
The microsite also included a ‘Bring it back’ opportunity, allowing fans to vote to bring back iconic pieces that have since been discontinued. It’s interesting the RL is leveraging crowdsourcing to meet and assess demand and inform paramount retail decisions. While we are seeing other clothing brands like Levi’s bringing back vintage clothes from their archives, RL combines this approach with an important technological developments; namely the importance of customer feedback in determining product offerings.
RL Vintage on tumblr