FIELD NOTES | EMEA Clienteling

MONTHLY NEWSLETTER · Issue 01 · Oct FY26

From outreach to outcome: RPO up, Elite up, Pre-orders set the pace for H2

Welcome to Field Notes

Each month, we walk the floor - stores, fitting rooms, private suites - and bring back what matters: not abstract numbers, but the moments that explain them. Field Notes is where those moments meet the metrics. We log what worked, where we learned, and how each interaction moves EMEA’s clienteling strategy forward.

Short on time? Start with the TL;DR below, then jump to the sections that matter most.

TL;DR

Clienteling is converting: outreach is driving a larger share of sales, and appointment-first invites are lifting RPO. Pre-orders closed $X.XM across 19 doors, led by France, and high-touch experiences, from Elite moments to new regional bespoke events, are bringing clients closer to the brand and back into store. Data and tool adoption are tightening, giving us clearer line of sight into H2.

Executive Snapshot

H1 revenue: $XXM at XX% of RLS (YY% LY), +ZZ% vs Plan, +XX% vs LY
Outreach-led mix: XX% of clienteling sales generated by outreach (target ZZ%+)
Advisor contribution: +10 points vs LY meeting minimum individual thresholds
Top regions: Region A +XX% vs LY, Region B +XX% vs LY, Region C +XX% vs LY
Variance watch: Italy pre-orders below plan. DE and Scandi strength mitigates.

Outreach Mix

XX%

Higher than broadcast

RPO vs LY

+XX%

Appointment-first invites

Pre-Orders

$X.XM

19 doors, FR leads

By the Numbers — Core Outcomes At A Glance

KPI

H1 Result

vs LY

vs Plan

Comment

Revenue per Outreach (RPO)

+XX%

Appointment-first invites lifted conversion

Appointment Conversion

XX%

+X ppt

In line

Follow-ups within 24h performed best

Client Retention (VIC)

XX%

+X ppt

On plan

2–3 quality touchpoints/quarter correlated with lift

Elite Growth

+XX%

+X ppt

Ahead

Experiences and pre-orders expanded the tier

Pre-Orders

$X.XM

+XX%

19 doors engaged; FR led demand

KPI Definitions

Revenue per Outreach (RPO): direct revenue attributed to personalized outreach.
Appointment Conversion: percentage of outreach-led appointments that result in a sale.
Client Retention (VIC): repeat purchasing among top clients over time.
Elite Growth: change in the Elite tier (count or percent).
Pre-Orders: total secured ahead of season, with doors and regions engaged.

Outreach at XX% of Clienteling Sales

Clienteling sales driven by outreach reached XX%. Stores tightened logging and pacing. Short trainings and embedded checklists supported consistency across seasonal moments. Appointment-first invites and clean records correlated with higher RPO and conversion.

Roadshow to Runway

The FY26 roadshow in Paris, Milan, Munich, Stockholm, and Madrid aligned teams and converted content into a working playbook.

Highlights

Vision and strategy reviewed. FY25 results and FY26 plan with clienteling at the center.
Client and commercial focus established. Masterlists and enhanced Quarterly RLS in use; campaign tasks live; SA and Manager dashboards in place; support in Yoobic and Retail RL GPT. Polo deep dive completed.
People and engagement recognised. Regional awards and workshops on SWOT, store focus areas, and personal H2 commitments.

Impact

Tools and dashboards active across markets.
Markets aligned on two core plays to scale and one capability to improve.
Weekly checklists mapped to Core Business and Growth & Engagement KPIs.

Printed Lookbooks and Pre-Orders

Printed lookbooks extended appointments across Palazzo activations, ReSee screenings, and private sessions. Pre-orders finished +XX% vs Plan. The lever is tangible, client-kept collateral that supports follow-up and add-on requests.

Polo by Door Type

Door-type assets supported growth. Digital lookbooks, printed mini books, and short styling videos helped clients see full edits. Attach rates rose across MW, WW, and CW.

Style Meets Service - Content That Sells

New guides are elevating session quality end-to-end: a printed lookbook playbook, clear styling guidelines, and message blocks for invite, follow-up, and after-sales. Together, they’re creating cleaner appointments and more consistent outcomes.

Client success story (Barcelona) Our Barcelona team reactivated a high-net-worth client who had moved to competitors after shopping Collection in the past. Using a tailored printed lookbook to frame a private appointment, the team brought the client back to Ralph Lauren, with renewed interest in Polo, and received strong feedback from the store on the experience and conversion.

Elite Experiences and Development

Salone del Mobile

Three-night lifestyle immersion for 8 EMEA Elite clients across Palazzo, Bar, and Lake Como.

Outcome: Projected Home sales $X.XXM (+XXX% vs LY); pre-dressing $XXXK.

Why it worked: Invitees chosen for Home potential; styling aligned to each moment.

Client Voice: “We are both very different in our styles, jobs and personalities but still we both feel very comfortable in Ralph Lauren, it fits who we are and brings us together.” — Tony & Charlotte Pervan, Stockholm

Wimbledon

Record clienteling sales of $X.XM, ahead of last year and plan. S2 partnership acquired UHNW prospects. One UK couple joined Elite after Bond Street styling.

Client Voice: “Wimbledon was fantastic! A very beautiful experience, truly a memorable brand moment from a caring brand (and family).” — Thorstensen, FR STG

Goodwood Revival

Curated pre-dressing and hosted weekend touches reinforced brand affinity and buying confidence.

Outcome: Stronger relationships and lifted clienteling sales across participating doors.

Client Voice: ""Glen and I are so grateful for another truly wonderful Goodwood Revival. Being welcomed into Race Control once again was such a highlight. Revival is always a special occasion, made all the more memorable thanks to the Ralph Lauren team. The Ball was tremendous fun too, with Christian and Jonathan proving to be fabulous hosts as ever.” — Asta Manchester | UK NBS

Client Voice: “Wow wow wow... I personally still can't get back to earth. It went very fast, too fast, faster than a Cobra at the end of the pits, what a wonderful experience! Thank you from the bottom of my heart, for inviting us to share such a moment. A huge thought for the rest of the Saint Germain team that have been with us for years.” — Francois Xavier Noble, FR STG

Regional Bespoke Experiences

A new EMEA program delivering curated, high-touch moments for priority clients. Highlights included the Royal Drawing School King’s Gala, Munich Drivers Club, Chelsea in Bloom (Sloane Square), Rallye du Pyla (Bordeaux), and the Lando Norris Polo Red event in London, deepening affinity and translating engagement into commercial impact.

Spotlight — Royal Drawing School King’s Gala (UK): select clients enjoyed rare, invitation-only access, contributing to pre-dressing revenue of $XXK and reinforcing our promise of elevated experiences.

Pre-Orders

Pre-orders remain a cornerstone of commercial performance and brand elevation by offering early access to upcoming collections. H1 totaled $X.XM across six regions and nineteen doors. France led demand. Madrid recorded its first Spring 26 pre-order post pop-up.

Coming Up in Q3

Target $X.XM, up XX% vs last year.

Holiday gifting: Pink Pony plus Shopping Event across regions.
Made to Order: bespoke sketch to printed lookbook path.
After sales and engagement creative and logic refresh.
Campaign task volume tracking at record levels in October.

Closing Dispatch

H1 proved the model. H2 is about scale and consistency. Keep the weekly rhythm visible and reduce friction with better tools. When the basics hold, results compound. Behind every KPI is a client and a team. Thank you for the craft, the care, and the commitment.

Sincerely,
Clienteling EMEA Team