How Ralph Lauren runs paid brand activations and workshops

Ralph Lauren is one of the most recognized luxury lifestyle brands in the world. Founded by Ralph Lauren in 1967, the company designs and sells apparel, footwear, accessories, home products, fragrances and hospitality experiences, through its own stores, shop-within-shops and online stores worldwide.

Beyond its stores, Ralph Lauren creates in-person moments that bring customers closer to the brand. Its teams host brand activations and hands-on product workshops for consumers, such as "A Visit from Father Christmas", "Open House", "The Coastal Craft Workshop" and "The Cookie Atelier". Some events are paid. Others invite guests to make a donation.

Ralph Lauren Summer of Sport in London. Registration powered by Eventtia.

In 2025, Ralph Lauren selected Eventtia's event management platform for retail and luxury brands to manage registrations, payments and guest communications for these consumer events.

INITIAL CHALLENGES Bringing a premium in-store experience to online booking.

Ralph Lauren's consumer events are small, personal and in high demand. Each workshop welcomes a limited number of guests at set times. The team needed a simple way for the public to book a time slot online, without email chains or manual guest lists.

Payments added another need. Some events are paid, and others are linked to a donation. The team wanted secure online payments, managed in the same tool as registrations.

Every touchpoint also had to feel like Ralph Lauren. From the registration page to the last reminder email, guests expect the same care they find in a Ralph Lauren store.

THE SOLUTION One platform for bookings, payments and guest communications.

Eventtia gave Ralph Lauren every tool it needed to run paid consumer events from one place: event registration, slot booking, ticketing and payments, event communications and on-site check-in.

Each event has its own branded public registration page. Guests open the link, choose a time slot, pay or donate, and receive their confirmation right away.

Booking The Cookie Atelier from a phone: choose the visit, then the time slot, then pay. Ralph Lauren, powered by Eventtia.

Three elements made Eventtia the right fit for Ralph Lauren:

• Time-slot booking for personal workshops. With slot-based registration, guests choose their time slot when they register. Each slot has its own capacity, so every workshop stays small and every guest gets real attention from the Ralph Lauren team. The booking flow is adapted for groups, so one parent can book a slot for the whole family.
• Ticketing, payments and donations. Eventtia connects with Adyen, Ralph Lauren's payment provider. Guests buy a ticket or make a donation directly on the registration page, so the team always knows who paid and who is coming.
• Branded communications from start to finish. Ralph Lauren designs its own HTML emails and sends them from its own email domain. Eventtia sends confirmations, reminders and post-event emails automatically. Guests also receive Apple Wallet and Google Wallet passes designed for Ralph Lauren, plus SMS reminders for selected events.

On event day, staff use the Eventtia check-in app to scan each guest's QR code and welcome them quickly. Eventtia's customer success team works closely with Ralph Lauren's regional teams as they plan each new event.

THE BENEFITS Premium consumer events, easier to run.

Ralph Lauren now has a simple and reliable way to run paid consumer events in several markets.

• 10 events in 5 countries. In the last 12 months, Ralph Lauren ran 10 events on Eventtia, with more than 3,650 registered attendees.
• Payments and donations in one place. Ticket sales and donations run through Adyen, inside the registration process. There is no separate payment tool to manage, and no list to reconcile by hand.
• Well-paced workshops, made for families. Time-slot booking spreads guests across the day, and families book together in one step. Workshops stay small, and every guest enjoys the moment.
• A consistent brand experience. Custom HTML emails, a custom email domain and Apple Wallet and Google Wallet passes in the brand's design keep every guest touchpoint true to Ralph Lauren, from the first email to the last reminder.
• Support for every regional team. Eventtia's team works with each market, adapting to its event formats and timelines.

THE BIG PICTURE

With Eventtia, Ralph Lauren turns its consumer events into a simple, repeatable program across markets. Guests book, pay and check in easily, and every step reflects the brand's attention to detail.

The program keeps growing. The Australia team is already preparing a new series of holiday wreath-making workshops on Eventtia. The partnership shows how retail and luxury brands can run brand activations and luxury events with the same care they bring to their stores.

Ralph Lauren brings the same attention to detail to its stores and to its events.