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Rugby Ralph Lauren: Rest In Peace

Discussion in 'Classic Menswear' started by bourbonbasted, Nov 2, 2012.

  1. bourbonbasted

    bourbonbasted Cyber Eliitist

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    RL announced this morning that it will discontinue the Rugby brand line after falling Q2 net income.


    SOURCE

    Kinda sad to hear...
     
    Last edited: Nov 2, 2012


  2. akatsuki

    akatsuki Senior member

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    Not really a surprise to me, but still sad. I think Denim & Supply was pretty much the nail in the coffin for it. That and the overzealous branding all over the place...
     


  3. HansderHund

    HansderHund Senior member

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    One of only a few admitted failures for the company I think. I would guess that the rugby line couldn't really define itself. Price points were at or near PRL for the most part. The styling could be seen in the more recognizable PRL and the more high-end/desired RRL.

    Rugby focused on a younger audience, trying to capture their attention in university. I would guess that they found that the Rugby line was not creating new customers/sales but cannibalizing sales from PRL, Denim & Supply and RRL.
     


  4. MZhammer

    MZhammer Senior member

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    Aww bummer... will be on the lookout for mad closeouts
     


  5. Shirtmaven

    Shirtmaven Senior member Dubiously Honored

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    I could never spend more then 5 minutes in a ruby store. I became claustrophobic. the clothes were so overdone that it made me nervous
     




  6. bourbonbasted

    bourbonbasted Cyber Eliitist

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    PRL's identity is WASPy-icon America. RLPL's identity is fine Italian tailoring. And RRL's identity is Old West Heritage. Rugby's identity tried to bridge the gap between all three, but instead branded itself as the try-hard fraternity kid college roommate of yours who had more money than sense and never quite got it.

    Interestingly, I always felt there was a sense of irony to Rugby. Every time I entered a store I got the feeling that the sales associates were poking fun at their oft over-styled PRL older brother. There was never anything genuine about the brand and everything seemed forced. At least that was my opinion.

    Still, they had a few nice things...
     
    Last edited: Nov 2, 2012


  7. bellyhungry

    bellyhungry Senior member

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    I think the skull and cross bone logo on their polo is pretty cool.
     


  8. Shirtmaven

    Shirtmaven Senior member Dubiously Honored

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    like a race car driver.
    they could never leave any empty spaces on a garment.
    Of course middle aged men were not the target audience
     


  9. ethanm

    ethanm Senior member

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    Since when is J.C. Penny a mid-price department store?
     


  10. mack11211

    mack11211 Senior member

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    If preppy was ivy league with the irony squared, then preppy revival like Rugby was irony cubed.

    I liked irony squared more but I, too, am old.

    Something about the Rugby closure points to a strength of PRL that over time is becoming a weakness.

    The original PRL in the late 60s/early 70s was nostalgic for a 40s Hollywood Englishness. And the core of the brand style is tailored clothing worn more or less the traditional way, even if most of the sales probably come from button-ups and khakis.

    Starting in the 80s, PRL realized that the youth market was getting away from them. They began making half-hearted denim-oriiented lines to catch them. These didn't pan out and some of the frustrated PRL executives left and built up Tommy Hilfiger.

    So Rugby is just the latest of many PRL youth offshoots to wither.
     
    Last edited: Nov 2, 2012


  11. gladhands

    gladhands Senior member

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    Fast fashion owns the youth market. Kids are more than happy to fill their wardrobes with clothes from H&M and Zara. Rugby was never cool enough to get them to spend the extra $$$.
     


  12. md2010

    md2010 Senior member

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  13. chogall

    chogall Senior member

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    gg rugby. no more pretty preppy school girl pictures to drool over.
     


  14. diglett

    diglett Senior member

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    I'm in college, and have never been into anything sold by Rugby. It all seemed showy and tacky compared to PRL and RRL.
     


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