Ralph Lauren’s brand, Rugby, has added interactive features to their website to entice customers. On the site’s “Make Your Own” section, there are three elements: a fashion show; a place to create rugbys, polos, and sweaters; and The Rugby Style Guide, complete with editors’ tips on how to put key items together. A personalized runway show is where it all begins. The three-step process includes dragging 18 looks for men and women into a timeline and choosing the show’s music from three songs: Whites Lies’ “Death”, Mike Snow’s “Animal”, and Amanda Blank’s “Make It Take It”. The last step is to hit play and watch the curtains pull back as your virtual runway show begins.
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