Lotuspath
Senior Member
- Joined
- Jul 6, 2020
- Messages
- 147
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- 504
I often see people use the terms lookbook and catalog as though the two terms are interchangeable, but strictly speaking, the terms are not exactly the same. Sears Roebuck used to do “a catalog” (with a rather infamous dual purpose in some Depression Era rural areas). I’m most impressed that what Ralph & Co is offering this Fall/Winter season isn’t just a catalog but is rather a full blown …. Lookbook.
Catalogs show each individual item being sold with a brief product description, prices and perhaps sizes. It has no feeling. Think HomeDepot with it’s list of screws, bolts and lumber. In this RRL lookbook (even though the company numbers the lookbook Catalog XXVI) we don't see even one single word. Nothing but images. Here we don’t see every pair of jeans or shirt in the company all lined up nice with quirky names and descriptions like a normal catalog. Ralph’s not throwing the entire kitchen sink at you. You can go to the website and look all that stuff up at your leisure. RRL also offered a tamer and more palatable version of a lookbook in the Fall/Winter 2022
It’s a bold shift in marketing and I like the approach. Ralph isn’t just offering a shirt, a jacket, a vest, a pair of pants. No, he’s offering an entire vibe and fashion styling. There’s dogs and jeeps and pickup trucks and mules and barns and dirt and trees and mountain climbers. Young guys and old guys and women and most of all …. personality and attitude. I see some people post pictures of themselves online with ‘clothes on‘ but what you don’t always see is actual ‘styling’. I also believe the online shoppers miss out on the RRL store mannequins. I’ve bought stuff that didn’t impress me online but changed my mind when I saw it styled in store. The new Lookbook is head to toe 100% RRL styling.
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