1. Ralph Lauren is not a fashion designer; he is a merchandiser. This is because “Lauren is the is a conceptual genius behind his brand, not the person who drafts patterns, sews strips of fabric or sits behind the computer-aided design (CAD) software program.”
2. Before working as Ralph Lauren, Ralph Lauren worked for a tie manufacturer called Rivetz. Working there, Lauren came to the conclusion that sales did not always come from customer service but more-so personal appearance. Lauren’s unique style brought him attention from clients and peers alike. After working for Rivetz, Lauren began working at another tie firm called “Beau Brummel.” This company allowed Ralph to launch his own line of ties. At this job, he created a different look of wider ties and gained acknowledgment. These jobs proved beneficial to Ralph Lauren because they allowed him to recognize ways to create sales as well as learned how to create a successful image through dressing.
3. Ralph Lauren currently operates seven divisions under his name. You can definitely identify the target market for each division. These markets are very diverse. Ralph Lauren has Polo, Polo Sport, RLX, Rugby, RRL, Purple label and home goods. These lines each target a certain consumer. For example Polo attracts men and women of higher income that want a preppy, golf-like look. Polo sport attracts the same style at a lower price point. RLX attracts athletes looking for the best in sports clothing. Rugby attracts the Y Generation and those with the preppy Ivy League look with a punk-ish twist. RRL is a line created for those who want a western, fancy cowboy look and is more expensive. The Purple Label is a line of tailored clothing at a higher price point. And the home goods line attracts those who want the Ralph Lauren lifestyle feel.
4. My favorite Ralph Lauren division is the Rugby line. I like that it offers the preppy style with a twist. I think that it’s really cool that Ralph Lauren thought up the idea to use a skull and crossbones in place of the polo logo.
5. Ralph Lauren has built on his original brand to create an empire and an almost unparalleled career in fashion. His success in doing so has come from establishing a specific name for himself and expanding into different styles and lines. “Ralph Lauren’s success is the result of networking, creative thinking, increasing public awareness, strategy and, most importantly, a focus on a clear vision for the brand – a consistent image and story.”
Brand/Story. Page 36. Joseph Hancock.
Brand/Story. Page 44. Joseph Hancock.
No comments:
Post a Comment