AMY KULP
KATE RALBOVSKY
SEAN BURKE
KATE NEARY
BRENNAN D’ELENA
ALEX GALLO
OVERVIEW THIS VENTURE CASHES IN ON THE EMERGING TREND OF “EXPERIENCES OVER PRODUCTS” BY COMBINING AN IMMERSIVE POP UP SHOP AND EVENTS SPACE. THE POLO HOUSE IS A BRANDED PHYSICAL AND MIRRORING DIGITAL EXPERIENCE THAT PLACES THE NEXT GENERATION OF CONSUMERS INTO THE WORLD OF POLO RALPH LAUREN.
OBJECTIVES DEVELOP AN IMMERSIVE POLO RALPH LAUREN EXPERIENCE ATTRACT THE NEXT GENERATION OF POLO CONSUMERS INCREASE EXPOSURE OF THE POLO BRAND DRIVE REVENUE GROWTH FOR BOTH THE CAPSULE COLLECTION AND POLO BRAND
STRATEGY I. EVENTS OPEN TO ALL CUSTOMERS EMPLOYEE APPRECIATION EXCLUSIVE INVITE II. CAPSULE COLLECTION EXCLUSIVE MEN’S AND WOMEN’S POLO HOUSE CAPSULE COLLECTION POLO HOUSE POP UP SHOP DURING THE DAY DIGITAL DESTINATION ON RL.COM SATELLITE SHOPS IN MAJOR GLOBAL CITIES III. ENGAGEMENT FOSTER INFLUENCER RELATIONSHIPS WITH BRAND REPRESENTATIVES MILLENIAL MEDIA PARTNERSHIPS RL MAGAZINE
EVENTS
OPEN TO ALL
INVITE- ONLY
EMPLOYEE APPRECIATION
OPEN TO ALL THESE EVENTS WILL SERVE TO INTRODUCE AND IMMERSE NEW CUSTOMERS INTO THE BRAND AND RE-ENGAGE ALREADY LOYAL CUSTOMERS INTEGRATE INSTAGRAM STORY RSVP’S POSSIBLE IDEAS INCLUDE : - STYLING EVENTS - CLASSIC MOVIE NIGHT - POOL PARTY
EMPLOYEE APPRECIATION THROWN AS A THANK YOU TO THE HARD WORKING EMPLOYEES OF THE COMPANY CAPPED NUMBER OF SPOTS, RSVP AVAILABLE ON RL TODAY ANNUAL/SEMI-ANNUAL EVENT TO BOOST MORALE AND PROMOTE THE POLO HOUSE BUILDS EMPLOYEE BRAND POSSIBLE IDEAS INCLUDE : - APPRECIATION DINNER - RALPH LAUREN SPEECH - RAFFLES/AWARDS
INVITE-ONLY THESE EVENTS ARE TAILORED FOR AUTHENTIC BRAND AMBASSADORS AND INFLUENCERS OPPORTUNITY TO ENGAGE WITH MILLENIALS AND GENERATE MEDIA CONTENT POSSIBLE IDEAS INCLUDE : - SEATED DINNER - SUMMER DRINKS BY THE POOL - CHARITABLE EVENTS (I.E: PINK PONY)
CAPSULE COLLECTION
CAPSULE COLLECTION CREATE EXCLUSIVE CAPSULE COLLECTION FOR THE POLO HOUSE POLO HOUSE POP UP SHOP DURING THE DAY CURATED SPACE - I.E. GOOP HAMPTONS APARTMENT BY THE LINE IPADS AVAILABLE FOR CUSTOMERS TO SIT & SHOP ALLOWS EVERYONE TO HAVE A PIECE OF THE EXPERIENCE - CONNECTION
SATELLITE POP-UP SHOPS MOBILE VERSION OF MONTAUK POP UP TRAVELS ACROSS THE GLOBE TO SEVEN MAJOR CITIES: RIO SYDNEY TOKYO MARSEILLES AUSTIN MIAMI BEACH SANTA MONICA
CUSTOMER CAN USE #POLOPOPUP TO TRACK THE TRAVELING SHOP AROUND THE WORLD
DIGITAL DESTINATION DIGITAL DESTINATION ON RL.COM- TAB OR FULL REDIRECT PAGE RECAP OF EVENTS THROUGHOUT THE SUMMER LINKS & POSTS OF SIGNIFICANT MEDIA COVERAGE LINKS TO ALL HOUSE RELATED SOCIAL MEDIA PROFILES SATELLITE POP UP SHOP TRACKER & INTERACTION SHOP THE LOOK: HOUSE AND CAPSULE COLLECTION
SHOP THE LOOK TAKE PICTURES OF GUESTS AT THE EVENTS WEARING THE BRAND- BOTH CURRENT AND CAPSULE POST LINKS TO THE OUTFITS ON RLE AND SOCIAL MEDIA OUTLETS UTILIZE SHOPPABLE FUNCTIONS ON INSTAGRAM STORY SHOW UNIQUE WAYS TO WEAR SHOP EVERYTHING IN THE HOUSE – FURNITURE, GLASSWARE, TOWELS, BEDDING, ETC.
ENGAGEMENT
ASSOCIATION WITH TOP INFLUENCERS WILL INCREASE BRAND EXPOSURE AND ATTRACT THE NEW GENERATION
@RYANSTYLESNYC @YARASHAHIDI 145K FOLLOWERS 1 MILLION FOLLOWERS
@JUSTINLIV 257K FOLLOWERS
FOSTER RELATIONSHIPS WITH INFLUENCERS AND CREATE BRAND EXPOSURE BY FORMING BONDS WITH TRUE REPRESENTATIVES OF THE POLO BRAND
@ZIPPYSEVEN 68K FOLLOWERS
@COLLAGEVINTAGE 896K FOLLOWERS
@JESSIEANDREWS 265K FOLLOWERS
FLOOD THE MEDIA EXCLUSIVE PARTNER TO COVER 1ST LAUNCH EVENT QUESTMAG, CABANA MAGAZINE, ARCHITECTURAL DIGEST, VOGUE, HAMPTONS MONTHLY, LOVE MAG, MAN REPELLER, ID MAG, POP MAG, BOF, PURIST, ATELIER DORE WEBSITES: WHO WHAT WEAR, WWD RL MAGAZINE COVERAGE FOLLOW THE ENTIRE EVENT ON INSTAGRAM STORY CREATE A LOCATION ON SNAPCHAT
COMPETITOR EXAMPLES
REVOLVE HOUSE
VOLCOM HOUSE
TOMMYLAND
FINANCIAL STATEMENT Estimated Average Cost Montauk House Rental – 3 months
$250,000 - $300,000
Food and/or Beverage for events
$75-$250 per head
Other Event Needs (i.e. product, rentals, creative props, labor, etc.)
$2,000 - $6,000
Part Time Employees for Capsule Collection 25 hrs./week
$12.00/hr. Roughly $300/week
Total: Approx $850,000
“I love places and things that transform us, that take us somewhere else for a day, or an evening, or just for a moment.� - Ralph Lauren