Ralph Lauren spends big to lure younger buyers

The 52-year-old fashion house is using tactics straight from the "hypebeast" playbook - industry slang for shoppers who obsess about clothes that get extensive publicity.
The 52-year-old fashion house is using tactics straight from the "hypebeast" playbook - industry slang for shoppers who obsess about clothes that get extensive publicity.PHOTO: INSTAGRAM/ @RALPHLAUREN

NEW YORK • Ralph Lauren is not just about plain polo shirts and peacoats. It is about the hype.

Looking for some buzz, the 52-year-old fashion house is using tactics straight from the "hypebeast" playbook - industry slang for shoppers who obsess about clothes that get extensive publicity.

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A version of this article appeared in the print edition of The Straits Times on February 08, 2019, with the headline 'Ralph Lauren spends big to lure younger buyers'. Print Edition | Subscribe