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Ralph Lauren’s Plan to Lure Younger Shoppers Is Simple: Hype

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Ralph Lauren isn’t just about plain polo shirts and peacoats anymore. It’s about the hype. Looking for some buzz, the 52-year-old fashion house using tactics straight from the “hypebeast” playbook—industry slang for shoppers who obsess about clothes that get extensive publicity. Similar to Apple fanatics who camp out in advance of a new iPhone release,…

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