Purdey Fitzherbert – 29th November 2011
PR and advertising’s boundaries are blurring. The main aim for both disciplines is to get the right story in front of the right people.
Yesterday I took part in an event to launch the new ‘Rugby’ store in Covent Garden. ‘Rugby’ is Ralph Lauren’s younger ‘preppy with a twist’ collection. They had teamed up with the ‘Tweed Run’, a worldwide, charitable, metropolitan biking event during which the participants are expected to dress in traditional British cycling attire, specifically, tweed plus-four suits.
By teaming up with the Tweed Run, Ralph Lauren had captured their target market, right there – these quirky enthusiasts were dressed in a quintessentially old English tailored look. Their clothes were pristine and of good quality, so even if they did not come from Ralph Lauren they certainly fitted the image. I was intrigued to find out who was participating in this event. As well as the fanatical Tweed Run enthusiasts, and people just there for a great day out, Ralph Lauren ensured there were many models and photographers, some of the cast from Made in Chelsea, fashion magazine journalists and a huge number of bloggers too. All of them had their part to play in promoting the brand.
Covent Garden had transported itself back to Edwardian times. There were about 400 people dressed head to toe in tweed, with the most amazing vintage bikes to match. Men were smoking cigars and had moustaches; women wore silk scarves, neat hair and red lipstick. There was jazz music played by live bands throughout. Each participant had an armband with a number and the Ralph Lauren Rugby logo, and the VIPs among them (including me!) were given a complimentary Rugby bag. This was self-promoting with its hugely distinctive navy and yellow stripes, and the brand name plastered across it in a curly typeface.
I was unable to start with the other bikes (I caught up with them a bit later) as I was waiting for a friend who had overslept. This gave me an unexpected insight into the reverberating effects the Tweed Run had on the surrounding shoppers. Considering the poor economic climate, teamed with the fact that the Ralph price tags usually contain two zeroes (and occasionally three), I was surprised to notice quite how many distinctive Rugby shopping bags were slung across people’s shoulders.
The bike ride was 12 miles long and we wriggled and clogged up the most affluent roads of the West End. The amount of video footage that was taken of us was extraordinary. iphones and ipads hung out of windows of big Chelsea tractors. We literally took over the whole road, and considering this, people were good-natured, waving and tooting their horns. It was a surreal and happy sight. Only one old woman seemed less than impressed and shouted “grow up and go home!”
Half way through we stopped for delicate cupcakes and tea served in fine china cups and saucers. The day finished in an exclusive hotel for ‘a soiree’ at the end of the course. More tea, live bands and whisky! Every detail was perfectly planned. There was someone whose sole role was to brush gentlemen’s moustaches. There were prizes for everything… including the best vintage bicycle and for the most dapper chap and dashing dame!
I feel the event will have been a triumph for Ralph Lauren. As well as the extra shoppers I saw at Covent Garden that morning, and the people we encountered during the ride, the word has been spread to the internet. It has been flooded with articles; the Metro, The Telegraph, Grazia, Vogue, Harper Bazaar, to name but a few. And this does not include the blogs, or the uploads on YouTube and Facebook.
As a participant, for me the day was a great success. It certainly changed my view of Rugby’s clothes; previously I would have not been seen dead in them, associating them with a Sloaney, Jack Wills image. But now my perception is that Rugby is quirky and preppy and has altogether a more chic look. And, ultimately, I have played my part since. Ralph Lauren gave me a great day and in return I have told many friends about it and written this blog.
I believe Ralph Lauren brought the right story to the right core group of people yesterday. It would be interesting to see the difference in sales had they used the same budget but with more traditional advertising techniques.
