Ralph Lauren Case Study

2925 words - 12 pages

Ralph Lauren Case Study

I) Introduction:
Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from relatively inexpensive to expensive brand in offering men’s, women’s and children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations ...view middle of the document...

Indeed, Ralph Lauren has built his image in such a way that the consumer experiences a vibe that resonates between him and the brand. This resonance has an important impact into their behaviour, attitude, sense of community and their engagement to the brand.

1) Brand Salience:

First of all, everything began with the Polo Ralph Lauren Logo. Ralph Lauren has chosen the famous polo player according to his admiration to this sport and because of its value to his eyes: symbol of high class and elegance. Year after year this Polo player has become world widely associated to the brand and was easy to remember. With this logo, Ralph Lauren made his brand unique. On the other hand, Ralph Lauren wanted to position his brand as a luxurious and high quality brand in the consumers’ mind. Prices were highly fixed to the entire collection and this is why today consumer recalls the brand as unique and as a high standard classic style.
The PRL salience became so much important than it positioned the brand to the 7th position into the TOP 10 Fashion Brands Ranking according to the Digital IQ Score .

2) Brand Performance

Regarding to its performance, the brand has gained a massive reputation in developing and selling a large choice and variety of clothing and accessories. Indeed, PRL offers a large diversity of products for a great range of customers whatever their origins, genders and ages. Then, as an expensive and luxurious brand, the brand has to certify a quality of products. Products are classified as durable and reliable, design and stylish. In term of consumer service, the brand is a lot invested in this sector with its special consumer assistance and service following the impressive brand image and prestige (ref. point of difference). The brand gain a strong meaningfulness in its consumers’ mind according to the link between the diversity of product, the casual style and also the high quality that can be find in shops or retailers.

Moreover, Polo Ralph Lauren offers to both targets genders special lines and then sub-categorized them to target various age groups. (Purple target versus Rugby target). This diversification of target audience allows the brand to offer different product to different target and so on to touch a large part of the prestigious brand market.

3) Brand Imagery:

In term of PRL imagery, Ralph Lauren has built his brand around his self-made man history and around the Western American lifestyle and ideals. Indeed, he has created a real story for each of his product line in order to attract the consumers and let them imagine what they want about their different brands (Safari, Rugby, Polo). He has created a brand around his own style and personality to construct a real Ralph Lauren world. This man is not a designer he just wants to create a style and this is what makes his brand unique.

“I’m not a fashion person, I’m anti fashion...I’m interested in longevity, timelessness,...

Other Papers Like Ralph Lauren Case Study

Mavi Jeans Essay

1364 words - 6 pages Mavi Jeans Guven Textiles Company was founded in Istanbul, Turkey in 1971 by Sait Akarlilar. In 1984 a subsidiary company, Erak, was established for the production of private label blue jeans.Very good quality denim was sourced in the U.S. and Honduras and they were quickly able to grow sales through private label arrangements with Calvin Klein, Tommy Hilfiger, Armani, Ralph Lauren and other suppliers of high-end designer jeans. In 1991 the

Strategic Management of Tenfold Organic Textile

3740 words - 15 pages space by combining the features of haute culture and classical lines in their production of their polo shirts (Polo Ralph Lauren Case Study, 2016). With that, their position is strategically strengthened. 4.0 Implementation Based on the SWOT analysis and the issues of Tenfold, it can be seen that Tenfold has a competitive advantages of being able to produce organic garments. But the apparel market has a low barrier entry. And by Tenfold itself

Swot of Zara

694 words - 3 pages |666.2 | |FAST RETAILING (UNIQLO) |Japan |Aug. 2008 |586.5 | |Polo Ralph Lauren |USA |Mar. 2008 |533.6 | |Liz Claiborne |USA |Dec. 2007 |500.5 | |Esprit

Case Study: Tj Maxx

709 words - 3 pages Case Study: Should T.J. Maxx Sell Online? Noor-E-Hira Naveed Devry University’s Keller School of Management July 15, 2016 The company doesn’t give out the names of the brands as those name brands don’t want to be seen being sold at such low process as they are at T.J. Maxx because they are last season and they have been bought from the outlets after not being sold. You can find high-end brands like Coach, Michael Kors, Ralph Lauren, and

Advertisement Analisis

1004 words - 5 pages message, which means the words; the denoted image, which is the literal image; the coded or iconic message, and the connoted image; the symbolic image; the uncoded message. The advertisement I will use as an example is 'Extreme Polo sport by Ralph Lauren. As its name suggests, this is a fragrance which is designed to be strongly reflective of masculinity, and it is of no surprise that the advert is featured in the opening pages of FHM which is a

Brand Extention

4404 words - 18 pages extensions for Gap, participants suggested items such as fragrances, candy, and, to a lesser degree, bath items. These suggestions were made with the proviso that they be “fun” and “not expensive.” Polo Ralph Lauren – The Polo label began in 1967 as a line of neckties for Beau Brummel of New York. Polo Ralph Lauren recently reported annual revenue of $1.47 billion and profits of $120 million. Polo Ralph Lauren has used its sub-brands, “Polo by Ralph

Kate Spade

1031 words - 5 pages level fashion accessories such as Polo Ralph Lauren. 
 Kate Spade is a fashion label which was created to offer customers a handbag that was just below the established luxury handbag brands. The company differentiates itself by focusing on fabric bags. The company has experienced a fair bit of success and the founders are now considering various options to grow the brand and extend its product line. They are considering four options of potential

Twitter Bootstrap Dropdown on Hover

728 words - 3 pages off: GSI now powers over 500 large commerce sites, including Toys ‘R’ Us, Adidas, Ralph Lauren, and the commerce sites of all the large sports leagues like the NFL, MLB and NBA. Last year, eBay paid $2.4B to acquire GSI Commerce. They also acquired a smaller company called Magento that provides e-commerce technologies to smaller retailers. You can think of GSI as the leading commerce platform for the “fat head” of retailers, and Magento as the

Case Study 2 Hamilton County Judges

893 words - 4 pages Case Study 1 – Hamilton County Judges 1. Based on the information provided in the Hamilton County Judges’ case study, the probability of cases being appealed and reversed in the three different courts are as follows: a. For the total cases disposed in the Common Pleas Court there is a 0.1129 probability of a case being appealed and reversed. b. For the total cases disposed in the Domestic Relations Court there is a 0.1604 probability of a

The Influence Of Advertisement On The Actions Of Participating People As Perceived By Upr Ponce Consumers

3999 words - 16 pages the instrument used was not served, we began to analyze how to do a case study. Were interviewed a group of people to answer a questionnaire about their preferences at the time of buying services and the most important products using a quantity of 16 persons. Definition of terms Advertising- The study will gather data on the behaviors of students from UPR Ponce consumers, if the people are affected or influenced by advertisement strategies

Business Valuation And Financial Analysis

3057 words - 13 pages prominent change is from 14.02% in 2012 to 7.66% in 2013, because the operating revenue only includes continuing operations and excludes the discontinued business (Ralph Lauren) in 2013. NOPAT of graph shows a decrease tendency during the 5 years, whereas there is a stable increase from 2011 to2012 and 2013 to 2014. It can be calculated by net operating profits before tax plus tax expenses and tax shelter. From the income statement, net

Related Essays

Ralph Lauren Polo Strategy Case

1894 words - 8 pages one of the world's most widely recognized families of consumer brands. In recent years Ralph Lauren has expanded its business through acquisitions, extended the reach of its retail operations, and experienced organic growth. Between 2008 and 2012, sales have grown by more than 40%. Its accessories business rivals European competitors as a luxury brand, thanks to strategic partnerships with licensees including Richemont SA (to form Ralph Lauren

Ralph Lauren Human Resource Management Essay

1001 words - 5 pages Ralph Lauren Background What began 40 years ago with a collection of ties has grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in our dream. We were the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participate in that lifestyle (Lauren, 2012). Ralph

Marketing Essay

1341 words - 6 pages David Olney Marketing (Wilcox) Case Study-POLO by Ralph Lauren 11/04/15 Founded in 1967, POLO Ralph Lauren, began 40 years ago with a collection of ties, and has grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality

Consumer Behaviour Essay

1510 words - 7 pages :2 Attitude theory……………………………………………………………………………………………5 2:3 Personality theory (brand personality)……..………………………………………………6 3 Conclusions………………………………………………………………………………………………………….6 References……………………………………………………….……………………………………………………..7 Appendix I……………………………………………………….…………………………………………………....8 THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN Introduction The purpose of this paper is to analyse and evaluate