From launch in September 2024 to May 2025, Ralph Lauren Vintage generated $843,000 in revenue. With two drops per month featuring vintage products, RLV Hub quickly became one of the most visited pages in the Ralph Lauren ecosystem. The page received almost 190,000 impressions over two quarters.

Balancing FOMO with tactful curation, each product is sourced, repaired, and sold one-of-one in themed drops. The program had an exceptional product sell-through rate of 86% (1,414 products sold). This success led to an ambitious drop featuring vintage runway looks from Ralph Lauren Collection, appropriately dubbed the Runway Archive.

Runway Archive sold 77 pieces, contributing $327,000 to RLV’s total revenue - almost 40%. We executed a thorough content strategy, featuring archival runway footage of every look. Su Choe and I partnered on a thoughtful social media campaign that generated 114,000 engagements and 1.8 million impressions. With our rapid growth, leadership proposed that Runway Archive continues for two drops a year with elegantly curated shopping grids.

With higher price points and vintage sizing, a connected retail experience was critical to ensure our users were confident in their purchases. We corresponded our online drops with select stores in cities around the US, allowing users to make appointments directly from shopping girds to see their favorite looks in person.

For our initial launch, the team worked closely with our Chief Branding and Innovation Officer, David Lauren. David’s brand image expertise combined with creative direction from Amir Mohammady (creative) and Eden Smith (UXUI) allow this initiative to succeed. I work closely with these stakeholders to meticulously craft our digital shopping experience. As traffic on these pages increased rapidly, we monitor engagement data to locate user pain points. Our monthly updates allow us to easily take an iterative approach to refine the pages quickly and efficiently.

Each monthly drop is strategically curated by Kristina Linares and Tyler Carlson. They provide invaluable insights into what our vintage customers are expecting so we can proactively meet consumer needs. Kristina and Tyler’s assistance in sourcing archival assets translates into cohesive pages that revitalize these classic collectible pieces.