Launch of a Ralph Lauren brand in UAE



  • Launched in 1978, Chaps a Ralph Lauren brand, was created to be more than just a label, and quickly established itself as a lifestyle that evoked an iconic American sensibility. Special details provide each garment with a unique twist.
  • The Chaps design philosophy is communicated through versatile collections with a spirited confidence that can be worn season after season, celebrating timeless and accessible style.


  • Chaps were entering the UAE market and were launching a new store at IBN Batutta Mall in Dubai and the brand needed White Water PR’s support for the launch.


  • As there are several brands of similar nature in the UAE, White Water PR embarked on a different approach.
  • The agency organised a bloggers day wherein they could visit the store and feel the product and get a more personalized feeling rather than just looking at the images on screen.
  • This was followed by an aggressive PR push with stories in the key lifestyle and daily publications in addition to the web publications in the UAE.
  • We also created a plan through which we could invite bloggers on different days to further stretch the campaign’s duration and have a sustained level of awareness.
  • An in-store event was also conceptualized during the launch.

Unique sustained visibility approach adopted for a store launch

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