Ralph Lauren RTW SS13 Analysis

AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment - 10/09/2013

© Milano fashion institute

AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment


ralPh lauren ss13 r2w | presentAtion index

1 | Process MaPPing

2 | stYle’s code analYsis

3 | trend and Mood visualisation

4 | collection analYsis and Merch.Plan siMulation

5 | coMPetitor analYsis and guide lines for iMPleMentation

6 | integration of Merchandising Plan (Balancing Pricing/occasion/u)

rAlph lAUren ss13 r2w | Process MaPPing | 1



BrAnding, merchAndise, And licensing

ralph lauren corporation engages in the design, marketing, and distribution of lifestyle products. it offers apparel products, including a range of men’s, women’s, and children’s clothing; accessories comprising footwear, eyewear, watches, fine jewelry, hats, belts, and leather goods, such as handbags and luggage; home products consisting of bedding and bath products, furniture, fabric and wallpaper, paint, tabletop and giftware; and fragrance products. the company sells its products primarily under polo ralph lauren, purple label, ralph lauren women’s collection, Black label, Blue label, lauren by ralph lauren, rrl, rlx ralph lauren, denim & supply ralph lauren, rugby, ralph lauren, ralph lauren childrenswear, American living, chaps, and club monaco brand names.

ralph lauren corporation sells its products through department stores, spe-cialty stores, golf and pro shops, as well as company owned and licensed retail stores, and concessions-based shop-within-shops, and e-commerce websites. the company also sells its apparel, home, and other products through licensing alliances. As of march 31, 2012, the company operated 379 retail stores, 474 concessions-based shop-within-shops, and 6 e-commerce websites. it has operations in the Americas, europe, and Asia. the com-pany was formerly known as polo ralph lauren corporation and changed its name to ralph lauren corporation in August 2011. ralph lauren corpora-tion was founded in 1967 and is based in new York, new York.

today, ralph lauren corporation produces clothing, accessories, footwear, fragrances, and furniture all marketed under its portfolio of various brands.under the ralph lauren umbrella:

*Mens brands: polo ralph lauren, Black label, purple label, rlx (launched in 2008), rrl, denim & supply; and there is also Big & tall, golf sportswear (launched in 1998), and tennis sportswear.*women’s brands: collection (a high-end line presented on the runway during new York Fashion week), Black label, Blue label (launched in 2002), rlx (launched in 2008), lauren ralph lauren, denim & supply; and there is also golf and tennis sportswear.*ralph lauren childrenswear*Baby ralph lauren*ralph lauren home (an extensive collection of bedding and bath textiles and other home accessories)*denim & supply

subsidiary fashion brands of ralph lauren corporation:*club monaco*chaps*American living*retired lines:*polo sport*polo denim*ralph lauren Jeans co.*Blue label (mens)*rugby ralph lauren (for younger consumers)

the company also operates the restaurants under the rl branding and un-der the rugby ralph lauren branding.

rl corporAtion




cAliForniA trAnspArencY Act

ralph lauren corporation and its subsidiaries has built its brand around the consistent production of high quality products, from apparel and home fur-nishings to fragrances and accessories, and its commitment to conducting business according to the highest ethical and legal standards.

we require all vendors, factories, and contractors to adhere to our operat-ing guidelines that we provide to each of them, which set forth our busi-ness, legal and ethical standards in the following areas: occupational health and safety, fair wages and benefits, work hours, transparent record keep-ing practices, freedom of association, sub-contracting, customs compliance, product safety, conflicts of interest, anti-bribery, environmental sustainability, and prohibitions on child labor, forced labor, prison labor, discrimination, and harassment.

ralph lauren corporation supports the california transparency in supply chains Act of 2010.

ralph lauren corporation requires all of its suppliers to prohibit the hiring of slave labor and prevent practices that could contribute to human trafficking.

... itAlY, philipines, chinA, tUnisiA, e.eUrope...etc

trAnspArencY




sUpplY chAin

RL has three major divisions. It ba-sically designs and markets apparel and accessories, home furnishings, and fragrances. The firm has 3 business segments: wholesale (53% of total 2012 revenues), retail (44%), and licensing (3%).*

25% of their revenues were earned in international regions outside of the Us and canada.

*RLCorporation Annual report, 2012.

The firm does not own or operate any production facilities. They also source their finished products (manufactured and fully assembled products) and their raw materials that include fabric, buttons, and other trim. they hire inde-pendent contractors for the manufacture of their products. e.g. in 2008, they hired over 400 different manufacturers to produce their products, and generally shipped to their warehouse located in the Us and europe. in 2008, less of 2% of dollar volume were produced in the Us. their products were primarily produced in Asia, mostly in china, hong Kong, indo-nesia, macau, philippines, and sri lanka. their production by independent manufactures is closely supervised by per-sonnel at their global manufacturing division and buying agents to ensure that the firm high quality standards (they adopt vendor certification and com-pliance programs to ensure their standards) are maintained. their production and quality control staff ensure that any quality problems are corrected and handled prior to shipment to the warehouse. (corporate Annual report, op. cit).

rAlph lAUren ss13 r2w | stYle’s code analYsis | 2



personAlitY




iconic

color mix Assortment mix qUAlitY FeAtUres

- ceremony gowns always present




iconic

silhoUettes

Comments:- slim, femminine - waist line is underlined- flairing/draping effects- clean lines- classical lengths- iconic fittings

rAlph lAUren ss13 r2w | trend and Mood visualisation | 3



Ralph Lauren tweeted a picture from his show this morning, writing, “I am forever inspired by far away exotic places. I may never have been there, but in my imagina-tion it is real.” The exotic place in question for Spring could’ve been Spain or Latin America. Matador suits, serapes, ruffles, fringe—they all got the Lauren treatment.

Playing with black, white, red, and turquoise—the colors found in those serapes—he started with soft tailoring in suede, some of which was accented with tooled leather details. Shawls and ponchos turned up in various forms, and dresses and skirts were hand-crocheted. Scarves knotted at the neck, glass bead necklaces, and studded leather mailbags completed the vivid picture.

If the beginning of the show sometimes felt like a costume drama, Lauren didn’t fail to deliver real-life chic. A double-breasted white suit looked sharp, and a trio of kicky silk jersey dresses will play well with the social set in New York and beyond.

But this collection really came to life when Joan Smalls glided down the runway in a black and white halter-neck evening dress. The dozen or so numbers that fol-lowed were all pretty much flawless, but a few in particular caught the eye: Lais Ribeiro’s ivory silk V-neck gown with the red rose at one hip, Bette’s black satin column with strands of jet beads draped across the back, Frida Gustavsson’s white cotton shirt and flouncy organza skirt. Front-row guests Jessica Alba and Olivia Wilde would be lucky to wear any one of them.

SEPTEMBER 13, 2012NEW YORK

By Nicole Phelps




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

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modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

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modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion




soUthwestromAntic

newBohemiAn

modernmAtAdor

spAnishrose

| inspirAtion


rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4



merch.plAn

See Excel file




prodUct mAteriAl occ.oF Use price

color mix





Assortment mix

See Excel file





See Excel file





leisUre

FormAl dAY FormAl eve

worK

FormAl cAsUAl inFormAlinFormAl sport FormAl

inFormAl dAY

speciAl occ.

inFormAl eve

See Excel file





See Excel file





See Excel file




sweAters

See Excel file

chloe

omBre

sAncho




pAnts

gigi

georinA

See Excel file




pAnts

mAriA

lUis

See Excel file




pAntsceciliA

chArise

hArleY

denver

See Excel file




horche lolA

pAnts

mArcelA

lUcA peppe

See Excel file




sKirt

tAtY

crUellA

AnisiA

nettA

JeAnette

sophY

gABY




sKirt

JAsminKA orgAnZA1 orgAnZA2

See Excel file




JAcKet

Borhes corner

estellA

gretA

FAnFAn

See Excel file




JAcKet

coco leonArdA littA

mAcY

mArcellA

mendeZ

See Excel file




JAcKet

tinA monet romero

spAncer

pino

See Excel file




dress

AdeliA

#47 #52

AUgUstinA

See Excel file




dress

#3 #8

JAcqUettA #28 Adele

#14 #18

See Excel file




dress

#33 #34

#44 #45 #46

mAxine #36

See Excel file




dress

michAelA iliAnA

#57 roxAnA #59

#53 hilArY

See Excel file




top/BloUse

BAsel

cArlottA

See Excel file




top/BloUse

deidrA

dexter

See Excel file




top/BloUse

#2 sUsAnnAh

#10 #11 #12

sUsAnnAh #9

See Excel file




top/BloUse

#19 #21

#37 #38 leonArdA

#22 pAtriciA

See Excel file




top/BloUse

#41 FrAncoise

#61

#43

See Excel file

rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5



dolce & gABBAnA

ss13 r2w




dolce & gABBAnA

ss13 r2w




ss13 r2w

vs rAlph lAUren ss13 dolce & gABBAnA




versAce

ss13 r2w




ss13 r2w

versAce




ss13 r2w

* informal evening - available

vs rAlph lAUren ss13 versAce

rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6



ralph lauren women's collection- each runway season, ralph lauren's most dramatic vision of women's fashion is presented to the world. timeless and sophisticated, Women's Collection reflects Ralph Lauren's definitive design philosophy in its groundbreaking juxtapositions of feminine glam-our with impeccable tailoring once found only in menswear. From exquisite hand-embroidered evening gowns worn on the red carpet to luxurious hand-finished cashmere tweed suitings to chic vintage denim inspired by rustic Americana, Women's Collection is the epitome of modern, rarefied fashion as only ralph lauren can express it.

whY/whAt

codes pricing

tArget




BAlAnced coll.

volUmes pricing occAsion oF Use

See Excel file

rl r2w ss13 collection BAlAnced collection




BAlAnced coll.

merch.plAn merch.plAn BAlAnced




sweAter

JAcKet

sKirt

redsilk

entryinformal day

red/creAmacetate/viscose

entryformal day

redacetate/viscose

entryinformal day

Aopsilk

entryinformal day

redacetate/viscose

coreformal eve

black (no embroid.)acetate/viscose

entryformal eve


entryinformal eve

Balanced

See Excel file




sKirts

top/BloUse

white/blackcottonentry

formal day

backsilk

entryformal day

Aop/Aopsilk

entryinformal day

blacksilk

entryinformal day

Balanced

See Excel file




dresses

black/turquoisesilk

entryformal/informal day

turquoisesilkcore

informal day

red/blackacetate/viscose

entryformal eve

violaacetate/viscose

entryinformal eve

Balanced

See Excel file




turquoiseacetate/viscose

entryformal day

Aopsilk

entryinformal day


entryinformal eve

red(no embroid.)acetate/viscose

entryinformal day

BalancedpAnts

See Excel file




thank you for your attention!

Design

Ralph Lauren RTW SS13 Analysis