Few can match the retail prowess of Ralph Lauren when it comes to visual merchandising, a critical aspect of a brand’s identity. The popular trend towards downsizing and making each store look unique was perfected by Mr. Lauren, and there is no better example of this then his Rugby store in East Hampton, NY. Iconic images of surfing, sailing, biking, even a stack of wood complete with “Firewood Courtesy of Vermont Good Wood” – adorn the store. These perfectly mixed and matched objects make the space feel part of the local neighborhood, softening the corporate image of the store, and loosening up fat wallets along the way. The message: the staff are your friends, welcome to our rustic chic, preppy clubhouse, hang out, play some foosball and buy expensive American sportswear along the way.

It takes big money, and a lot of moving trucks to supply the Ralph Lauren empire with it’s toys and trinkets and one of the biggest dates on their calendar is fast approaching: The Brimfield Antique fair, May 8-13th. Teams of highly coordinated visual merchandisers from all over the retail world descend upon this small town in Massachusetts three times annually. With military style efficiency and matching head sets, they spread out over acres of antiques and snap up everything in sight long before you or I stroll leisurely by. If you have a free day that week, it’s well worth the trip. Just get there early. Here are few images from the East Hampton store:

In case you want to build a boat from scratch:

All surfers keep sweet journals:

Sadly no shuffle board, just this game from Europe no one in America understands.

If you purchase the boots you get the stack of wood and big saw.

And just in case the outdoorsy residents of East Hampton need an RL trusted firewood resource:

Category: Fashion, Reports, Retail.

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