Ralph Lauren Case Study
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,...