# Americana Clothing Flagships The New Ralph Lauren Flagship is Infused with Interactive Tech By Mishal Omar | Published 2016-10-20 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/ralph-lauren-flagship References: [latimes](http://www.latimes.com/fashion/la-ig-fashion-retail-ralph-lauren-beverly-hills-20160930-snap-story.html) The new [Ralph Lauren](https://www.trendhunter.com/trends/ralph-lauren-opens-first-canadian-store) flagship store features technology that makes visitors' shopping experience more interesting and interactive. The store is based in Beverly Hills and allows customers to customize their own purchases via an interactive screen. It has an option to monogram, decide the color and choose the hardware of bags that are found in store, which are then produced to the customers' specifications in Italy. The store is large and takes up two floors that are inspired by the [classic, Americana imagery](https://www.trendhunter.com/trends/polo-ralph-lauren-x-new-york-yankees-collection) and styles that are so commonly seen as part of this brand's identity. The new Ralph Lauren flagship store modernizes a brand that is often seen as classic to a fault, resulting in an important rebranding for the fashion house. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 66% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### Why This Trend Is Growing - **Interactive Retail:** New technologies that allow customers to customize their purchases through interactive screens can enhance the shopping experience and create a sense of personalized service. - **Modernization of Heritage Brands:** Updating traditional brands with new technology and interactive experiences can help to attract younger customers, refresh the brand image and maintain relevance in a changing market. - **Localization of Global Brands:** Offering customization options, like monogramming and bespoke production, can help global brands to appeal to local tastes and maintain a sense of community engagement. ### Industries Being Reshaped - **Luxury Fashion:** Interactive technology and personalized services offer new opportunities for luxury fashion brands to engage with customers and stand out in a crowded market. - **Retail:** Investing in new technologies and interactive experiences can help retailers create new sources of value, such as personalization, expertise, and community engagement. - **Consumer Technology:** Developing new technologies specifically for the retail sector, such as interactive displays, augmented reality experiences or customization software, can create a new market for innovation and growth. ## Related on Trend Hunter - [Reimagined Patchwork Designs](https://www.trendhunter.com/trends/patchwork-americana.md) - [Experiential Retail Destinations](https://www.trendhunter.com/trends/lacoste-cf-pacific-centre.md) - [Illuminated Drone Shows](https://www.trendhunter.com/trends/very-ralph-documentary.md) - [Tailored Retail Experiences](https://www.trendhunter.com/trends/nextgen-indigo.md) - [Color-Accented Flagship Stores](https://www.trendhunter.com/trends/valentino-flagship-stores.md) - [AI-Powered Style Assistants](https://www.trendhunter.com/trends/ralph-lauren-ask-ralph.md) - [Personalization-Focused Retail Concepts](https://www.trendhunter.com/trends/golden-goose-opens-in-nyc.md) - [Luxury Flagship Redesigns](https://www.trendhunter.com/trends/luxury-flagship-redesign.md) - [Flagship Denim-Focused Stores](https://www.trendhunter.com/trends/american-eagle-1.md)