Rugby Ralph Lauren
Rugby Ralph Lauren is the latest brand from luxury lifestyle apparel designer, Ralph Lauren. The brand’s first location opened at 342 Newbury Street in Boston, Massachusetts on October 23, 2004. Rugby’s lower price point and edgier styling caters to a younger shopper than Lauren’s other luxury clothing brands. Though the company is still experimenting with a logo, most of the clothing either carries a small embroidered rugby player, “RRL” monogram, or a skull and crossbones motif. The brand consists of a line of iconic rugby shirts, polos, jackets, suits, dresses, outerwear and accessories, all with a distressed or embellished flair, as well as RRL signature Rugby Football shirts that can be customized by buying patches in-store.
Rugby was never intended to compete with pre-teen lifestyle brands for collegiate/post-collegiate individuals such as Abercrombie & Fitch or American Eagle. Instead, it offers item such as a its staple: the rugby. Originally, these rugbys were created in the school colors in the college towns that the Rugby stores resided. Rugby also has a full book of patches that the customer can buy to personalize their rugby (Rugby offers free tailoring). Typically there are also multiple luxury items in each line such as a vintage leather jackets and high quality blazers with bullion patches. Due to Rugby’s high quality products and cheaper price, the brand often attracts younger customers from its own Polo brand.
Rugby is available through its network of stores or on its website RUGBY.com. It currently holds eleven stores and one flagship. The Rugby line is also offered in Ralph Lauren factory stores, though with a limited selection of styles. The Polo Ralph Lauren Corporation has confirmed that a store has launched on May 16, 2008 on Main Street in East Hampton, New York, according to the manager of the Ralph Lauren store there.[citation needed] The Natick store opened July 17, 2008. Finally, after two years, the Rugby location in Charlottesville, Virginia as well as the store in Chapel Hill, North Carolina have closed.
Recently, Rugby has received criticism from several British private schools whose uniforms, crests, ties, and sports jersies the company has copied. These schools include: Winchester College, Rugby School, Eton College, Harrow School, Worth School, Haberdashers’ Aske’s Boys’ School, Dulwich College, and Marlborough College.
Also, the brand has suffered sharp criticism from the American rugby playing community. Ralph Lauren copyrighted the name of several previously existing rugby supply stores and organizations, including Barbarian Rugby and USA Rugby. In retaliation, Rugby Magazine writer Buzz McClain began a campaign to copyright the name Ralph Lauren. More importantly, there is concern that the image of the sport would be co-opted by a brand noted for its exclusivity.
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