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JEWEL BOX: Ralph Lauren‘s 5,700-square-foot store at South Coast Plaza opens its doors today in the center’s Jewel Court.

It’s an appropriate location on the lower level of the Costa Mesa, Calif., shopping center with the store’s emphasis on accessories as part of a broader global strategy to tell the full story of the brand at retail. That is, that Ralph Lauren is more than just a men’s brand.

Guests are greeted by a wall of purses and can choose to either veer to the left for women’s or right for men’s.

But the front of the house is dedicated to the brand’s bags, including a blush ombré Ricky bag exclusive to South Coast Plaza, scarves, footwear, vintage jewelry and home goods on the women’s side that eventually lead into apparel with a showing of the current collection. And for men, there’s footwear, gift-able items and a separate enclave featuring the Skeleton Watch, which draws inspiration from Ralph Lauren’s 1938 Bugatti. The men’s apparel plays up mixed media and ath-leisure pieces along with formal, made-to-measure offerings.

South Coast is one of about a dozen stores globally with the new design layout playing up the accessories offering. It’s a particularly important market for the brand given the center’s draw of local and regional shoppers along with a large contingency of international tourists.

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