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Ralph Lauren's "Artist in Residence" program continues with the second drop of Naiomi Glasses spring collection. "This collection celebrates the sportiness we all have in ourselves. I want this collection to inspire you to get out there and feel like you can do anything. I want people to look at this as a chance to see color and not run away from it, rather to embrace it wholeheartedly."

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Ralph Lauren Takes His Line on the Road

By Stephanie Strom Sept. 23, 1993 (Originally published in the NYT)

While other retailers are taking their acts to television's home shopping networks, Ralph Lauren is taking his new line of jeans and rugged clothing on the road in an 18-wheeler.

A team of nine young salespeople yesterday started selling the designer's RRL, or Double RL collection out of a Peterbilt semitractor trailer truck parked on the campus of New York University in Manhattan. The trailer, painted with mustangs running across one side and pulled by a cherry red cab, plans to visit college campuses across the country cultivating customers who might otherwise miss the company's more traditional marketing efforts.

"It's a traveling billboard," Mr. Lauren, who looked as if he had just stepped out of one of the on-board dressing rooms in full RRL attire, said in a truckside interview at N.Y.U.

But it goes beyond that. The truck gives the designer, who is as much a savvy marketer as he is a fashion maven, and his retail empire reach beyond the fashion magazines and department store shops that feature RRL clothes. College students do not necessarily look to the ads in Esquire and Vogue for wardrobe ideas, Mr. Lauren reasons, or spend money in department and specialty stores.

Ralph had challenged us to come up with a new way of reaching young people because they don't read magazines as much," said Mary Randolph Carter, vice president of advertising for the Polo Ralph Lauren Corporation.

Peter Strom, the company's to-the-point President, explained that the traveling store was not about making a profit but, rather, about making a statement. The truck is scheduled to stop on college campuses through the first week of December, but Mr. Strom said he would be willing to finance a spring tour if the one this fall won the company exposure.

That sales are a secondary goal is not surprising, since $68 blue jeans and $78 flannel shirts may not fit into the average college student's budget. But Mr. Lauren is not worried about prices. "All the prices are very competitive," he said. "My products are really good products, high quality, and people will pay for that." Thrift-Shop Ambience.

The shop inside the truck, which has a sort of a Salvation-Army-thrift-shop-meets-general-store atmosphere, opens onto a tented area where clothes are stacked on battered industrial work tables, tossed into baskets or hung on mobile pipe racks. The collection is heavy on items like roomy barn jackets, tooled belts, faded flannel shirts and worn jeans

To handle logistics and campus politics, the company teams up at each campus it plans to visit with a student group, which then makes arrangements for the truck's arrival. In exchange, the traveling RRL shop donates 10 percent of its profits to the sponsoring organization.

Ads in campus newspapers and an "800" telephone number help herald the arrival of the truck, which stays two days at each campus. After leaving N.Y.U. it will head for the University of Connecticut at Storrs and then the University of Massachusetts at Lowell.

Said Sam Hamilton, the 29-year-old road manager who is leading the team, "I figure I can write a memoir when it's all over."

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