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Wednesday
November 7, 2007
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Fashion World Using Rugby's Rugged Image In Marketing

Fashion Brands Like Ralph Lauren Polo Using
Rugby Players In Their Ad Campaigns
Some leading fashion brands “have begun to see rugby’s rough-and-tumble image as a seductive marketing campaign,” with European fashion houses “grooming some of the sport’s intimidating players as clotheshorses for their wares,” according to Stacy Meichtry of the WALL STREET JOURNAL. Giorgio Armani designed off-field formalwear for the South Sydney Rabbitohs rugby team co-owned by Russell Crowe. Valentino Fashion Group subsidiary Lebole earlier this year designed off-field uniforms for the Italian national team, and players on the team appeared in an ad campaign for the brand.  Polo Ralph Lauren in ’04 launched its “Rugby” label, a collection “that includes long-sleeve rugby-style shirts and peacoats.” Polo also created a “limited edition of 200 rugby balls,” retailing at a Paris boutique for about US$72. Meichtry notes fashion labels “are looking for fresher, rougher role models to appeal to male consumers who eschew overgrooming.” Rita Clifton, Chair of Interbrand's British unit, said, “What’s interesting about rugby at the moment is that it expresses the new man. It’s distinct from the pampered beast that is today’s soccer star” (WALL STREET JOURNAL, 11/7).

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