Project Brief
Research, design, merchandise, and strategize a new swimwear collection for Ralph Lauren that was both innovative and feasible.
Key Deliverables
- Complete collection design and merchandising strategy
- Pop-up retail concept in a mid-century Volkswagen bus
- Market analysis and target demographic research
- Financial projections and business model
The Challenge
The objective for my fashion merchandising capstone project was to research, design, merchandise, and strategize a new collection for an existing retailer that was both innovative and feasible. My thesis was centered around a new line of swimwear for Ralph Lauren, inspired by vintage prints and silhouettes yet catered to a young generation of consumers.
Research & Market Analysis
Comprehensive market research identified a gap in Ralph Lauren's product portfolio: a lack of contemporary swimwear targeting millennial and Gen Z consumers while maintaining the brand's heritage aesthetic. Through consumer surveys, competitive analysis, and trend forecasting, I developed a strategic foundation for the Polo Surf collection.
Consumer insights and trend analysis
Ralph Lauren brand DNA study
Millennial and Gen Z consumer profiles
Collection Design & Development
The collection features vintage-inspired prints and silhouettes reimagined for a contemporary audience. Each piece balances Ralph Lauren's classic aesthetic with modern functionality and sustainable materials. The color palette draws from coastal environments while incorporating signature Polo colors.
Initial design concepts and iterations
Sustainable fabric sourcing
Complete collection lineup
Pop-Up Retail Strategy
The collection culminated in a pop-up shop in a mid-century Volkswagen bus with the purpose of traveling to major beach cities across the United States selling both the swimwear and limited quantities of exclusive Polo Ralph Lauren collectible surfboards. This experiential retail concept creates brand moments while testing new markets.
Mobile pop-up shop visualization
Interior retail merchandising plan
Presentation Deck
Video walkthrough of my capstone presentation
Project Outcomes
Created a comprehensive brand extension strategy for an iconic American fashion house
Developed an innovative retail concept combining heritage brand values with experiential marketing
Demonstrated understanding of target demographics, sustainable sourcing, and financial viability
Presented to faculty and industry professionals with positive reception
Supporting Documents
Detailed research, manufacturing specifications, and costing analysis for the Ralph Lauren Polo Surf collection
Thesis Document
Complete research paper including market analysis, target demographics, product development, and strategic recommendations for the Ralph Lauren Polo Surf collection.
Presentation Handout
Visual presentation materials featuring collection designs, merchandising strategy, pop-up retail concept, and financial projections for the mobile surf shop experience.