Brand Inventory

8/20/2019 Brand Inventory

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A.Brand inventory

History

The origins of the RL Corporation began with men's ties, Polo Ralph Lauren in 1981. Born in

1939 as Ralph Lifshit !he later "hange# his name to Ralph Lauren$ in The Bron%, &ew or(, to

)sh(enai *ewish parents from the +oiet -nion !Belarus$, Lauren pursue# a "areer in menswear

an# ha# gaine# ba"(groun# wor(ing for atrian Riser. /e re"eie# a 02,222 loan to realie his

ision for men's ties. B 1949, he ha# a bouti5ue store within the 6anhattan #epartment store

Blooming#ale's. )roun# that same time, he release# a line of suits for women that were tailore#

in a "lassi" men's stle7 an# first use# the Polo emblem on the "uff of the suit. n 191, Polo

Ralph Lauren laun"he# its first women's "olle"tion of apparel an# the first stan#:alone store was

opene# in Beerl /ills, California.The "ompan entere# the ;uropean mar(et, an# went

international, in 1981 with the opening of a store on &ew Bon# +treet in the


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Ownership

Ralph Lauren is an )meri"an "lothing #esigner best (nown for his sportswear line, Polo Ralph

Lauren, whi"h is the "enterpie"e of his fashion empire."oni" #esigner Ralph Lauren was born

Ralph Lifshit in &ew or( Cit on ?"tober 1>, 1939. Lauren wor(e# in retail before #eeloping

a line of ne"(ties. The bran# he establishe#, Polo, is now one part of an empire that in"lu#esfragran"es, home furnishings an# lu%ur "lothing. Lauren has use# his personal fortune to amass

a "olle"tion of rare an# "lassi" "ars.

;arl Life

Ralph Lauren was born Ralph Lifshit in the Bron%, &ew or( Cit, on ?"tober 1>, 1939. /is

parents were )sh(enai *ewish immigrants from Belarus. )t the age of 14, Ralph an# his brother

*err "hange# their last name to Lauren, haing been tease# "onsistentl at s"hool. )nother

brother, Lenn, retaine# the famil name.Lauren atten#e# Baru"h College in 6anhattan, wherehe stu#ie# business for two ears. )fter a brief stint in the )rm, Lauren too( a sales Aob at

Broo(s Brothers.

@ashion Career

n 194, Lauren began #esigning menDs ne"(ties, bran#ing them un#er the name EPoloF an#

selling them at large #epartment stores, in"lu#ing Blooming#aleDs. Lauren then e%pan#e# his

#esigns to a full menswear line.n 192, Lauren was awar#e# the Cot )war# for his menswear

#esigns. @ollowing this re"ognition, he release# a line of women's suits tailore# in a "lassi" men's

stle. n 19=, Lauren release# a short:sleee "otton shirt in => "olors. This #esign, emblaone#

with the Polo logo, be"ame the bran#Ds signature loo(. Lauren subse5uentl broa#ene# his bran#

to in"lu#e a lu%ur "lothing line "alle# Ralph Lauren Purple, a home:furnishing "olle"tion "alle#

Ralph Lauren /ome, an# a "olle"tion of fragran"es. Polo "urrentl pro#u"es "lothing for men,

women an# "hil#ren. Lauren has also #esigne# ?lmpi" uniforms for Team -+).Polo e%pan#e#

rapi#l in the 1982s an# 1992s, opening bouti5ues a"ross the -nite# +tates an# abroa#. n 198>,

Lauren opene# the flagship store in &ew or(Ds Rhinelan#er 6ansion. The "ompan went publi"

on *une 11, 199, tra#e# un#er the smbol RL.The su""ess of Polo has earne# Lauren a personal

fortune estimate# at 04. billion. This figure, if a""urate, woul# ma(e Lauren the 1==n# ri"hest

person in the worl#.

Personal Life


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@igure G -.+. Polo )sso"iation Logo

+logans

The bran# rarel a#ertises on teleision or an other tpe of me#ia where slogans are use#,

therefore the Ralph Lauren Corporation #oes not hae an slogans.

Retail Con"ept

@or the most part, the interior #esign of all Ralph Lauren stores an# bouti5ues in #epartment

stores is similar. )ll stores hae har#woo# floors, walls are painte# white, ambient lighting,

an# are se"tionalie# b womenDs apparel, menDs apparel an# "hil#ren apparel !@igure $.

@igure G nterior of a Ralph Lauren +tore

Brand portfolio


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Polo Ralph LaurenDs offers man tpes of pro#u"ts. The table below shows the tpes of apparel an#

a""essories that Polo Ralph Lauren offers. )n EF signifies that Ralph Lauren offers that parti"ular

pro#u"t.

Product Line

Consumer Category

Adult Children Baby

Male emale Male emale

Outerwear !weaters !hirts Bla"ers !uits #ress !hirts Polos $%!hirts !horts Pants #resses

!leepwear Beachwear &ewelry Accessories

Figure VIII: Product- Consumer Category Matrix of Ralph Lauren

Communication pricing and distribution

Communi"ation

6r. . Lauren has been with the Compan sin"e =222 an# seres as our ;%e"utie i"e

Presi#ent of Hlobal )#ertising, 6ar(eting an# Corporate Communi"ations. /e seres as a

member of the Boar# of Trustees for the Ralph Lauren Center for Can"er Care an# Preention.

6r. . Lauren is the son of Ralph Lauren.6r. . Lauren brings strong lea#ership an# business

e%perien"e to our Boar#. /e has been instrumental in the #eelopment of the CompanDs global

"ommuni"ations, mar(eting an# a#ertising "ampaigns, an# bran# awareness, an# was

responsible for growing the CompanDs e:"ommer"e business. 6r. . Lauren has been

re"ognie# as a lea#er on the use of new te"hnologies in retail mar(eting an# on using #igital

platforms to mar(et lu%ur bran#s. /is in:#epth (nowle#ge of these areas an# his "urrent

position as our ;%e"utie i"e Presi#ent of Hlobal )#ertising, 6ar(eting an# Corporate

Communi"ations proi#es our Boar# with aluable insight an# perspe"tie into our global bran#,

mar(eting, "ommuni"ation an# me#ia initiaties.

Pri"ing


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Ralph Lauren Corporation is a lu%ur bran#, whi"h has man #ifferent "olle"tions. @or both men

an# women, Ralph Lauren offers the following "olle"tionsG Polo Ralph Lauren, Ralph Lauren

Bla"( Label, RL, enim M +uppl, Polo Holf, an# Polo Tennis. @or men, Ralph Lauren offers

the Purple Label bran#, an# for women, the offer the Ralph Lauren Colle"tion. Both Polo Ralph

Lauren an# Ralph Lauren Bla"( Label offer both formal an# "asual apparel. RL offers athleti":

li(e apparel for winter sports an# su"h. enim M +uppl offers Aeans an# other #enim apparel.

Ralph Lauren Colle"tion offers both "asual an# formal "lothes. The pri"es of the Polo Ralph

Lauren "olle"tion are between 032 an# 0=222. The pri"es of the Bla"( Label "olle"tion are

between 092 an# 0222. The pri"es of the RL "olle"tion are between 0> an# 0422. The pri"es

of the enim M +uppl "olle"tion are between 032 an# 022. The pri"es of the Polo Holf

"olle"tion are between 0 an# 0>22. The pri"es of the Polo Tennis "olle"tion are between 0>

an# 0122. The pri"es of the Purple Label "olle"tion are 0122 to 0222. The pri"es of the Ralph

Lauren Colle"tion are between 0422 an# 01=,222.

Pla"e !istribution$

n =22, mpa"t:=1 was the Ralph Lauren rea#:to:wear li"ense hol#er in *apan with retail alue

of about 0=42 million. nternationall, regions hae been proi#e# with the right to sell Ralph

Lauren mer"han#ise an# operate bran#e# storesG )ustraliaN&ew Oealan# !?roton Hroup$, Central

)meri"a !PRL ;nterprises$, Iorea !oosan Corporation$ an# /ong IongN+outheast )sia

!i"(son Con"epts$. Ralph Lauren operates all #omesti" Ralph Lauren stores. Ralph Lauren

pro#u"ts are #istribute# to their retail stores, fa"tor stores, an# upper:tier #epartment stores.

@igure G Ralph LaurenDs partnership with


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B.Brand e'ploratory %

Customer (nowledge

!ources of brand e)uity

Bran# )wareness

Base# on the results from the sure, 94.34 of the parti"ipants were able to re"ognie the Polo logo,

while 89.29 of them were a"tuall able to re"all the Ralph Lauren bran# name, both of whi"h were

the highest rates out of all the other bran#s !Table $. Broo(s Brothers, on the other han#, was not

as highl re"ognie# as thought it woul# be7 the maAorit of the respon#ents were not able to

re"ognie the logo an# re"all the bran# name. Though the sample sie of this sure is rather small,

further resear"h is re5uire# to assess the ali#it of these results. Hoogle Tren#s has been measuring

interest of an topi" base# on sear"h 5ueries sin"e *anuar =22>, whi"h shows that Ralph Lauren has

been sear"he# the most out of its three "ompetitorsG La"oste, Broo(s Brothers an# inear# ines

!@igure $. n a##ition, Hoogle Tren#sD Regional nterest 6ap shows that -nite# +tates an#

;urope hae the more sear"h 5ueries than the rest of the worl# !@igure $.

*ecognition *ecall

*alph Lauren 94.34 89.29Lacoste 9=.= 8.=+ineyard +ines 8.= 81.81Broo(s Brothers >2.22 34.34

Figure XVI: Recall and Recognition Rates of all respondents

Figure XVII: oogle !rends" Interest raph of Ralph Lauren# Lacoste# $roo%s $rothers# and Vineyard Vines

Ralph Lauren

La"oste

Broo(s Brothers


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Figure XVIII: oogle !rends" Regional Interest Map of Ralph Lauren Corporation&

Bran# mage

Respondents have also described Polo Ralph Lauren as high-end, quality,

wealth, traditional and classy, which can be seen in the word-cloud below.

Figure XIX: 'ord-cloud of ad(ecti)es for Ralph Lauren

Social Mention is a social media search and analysis platform that collects

user-generated content from across the universe into a single stream of

information and allows an individual to trac and measure what people

are saying about any topic. Social Mention monitors over !"" social media


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sites such as #aceboo, $witter, %nstagram, &ou$ube, and 'oogle. $he

dimensions that it uses are strength, sentiment, passion, and reach.

Strength measures the lielihood that a brand is being discussed on social

media. Sentiment is a ratio of mentions that are positive to those that are

negative. Passion is the lielihood that individuals taling about a brand

will do so repeatedly. Reach measures the range of in(uence. )elow are

the Social Mention results of Ralph Lauren *orporation. +verall, the

sentiment of the brand is neutral.

Figure XX: *ocial Mention results of Ralph Lauren

n the sure, as(e# the following 5uestion for ea"h bran# E


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Quality Brand

E x p e n s i v e

B r a n d

Quality Brand vs. Expensive Brand

Ralph Lauren )roos )rothers ,ineyard ,ines Lacoste

4 4.1 4.2 4.3 4.4 4.5 4.6

4

4.2

4.4

4.6

3.8

4.8

meta-chart. com

Figure XXI: +uality $rand )s& ,xpensi)e $rand

Quality Brand

L

u x u r i o u s

B r a n d

Quality Brand vs. Luxurious Brand

Ralph Lauren )roos )rothers ,ineyard ,ines Lacoste

4 4.1 4.2 4.3 4.4 4.5 4.6

3.8

4

4.2

4.4

4.6

meta-chart.com

Figure XXII: +uality $rand )s& Luxurious $rand


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Quality Brand

F a s h i o n a b l e

B r a

n d

Quality Brand vs. Fashionable Brand

Ralph Lauren )roos )rothers ineyard ines Lacoste

4 4.1 4.2 4.3 4.4 4.5 4.6

3.8

4

4.2

4.4

4.6

meta-chart.com

Figure XXIII: +uality $rand )s& Fashionale $rand

Consumer based brand e)uity model


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$hreats to brand e)uity

• The "ompetitie rialr for Ralph Lauren is mo#erate to high, on a""ount of a number of plaers in the in#ustr an# rising nternet:base# "ompanies.

• The three largest wholesale "ustomers for Ralph Lauren a""ounte# for aroun# > of its

total wholesale reenues in fis"al =213. These wholesales "ustomers !in"lu#ing 6a"$ hol# a

#egree of bargaining power an# #iffi"ulties at these a""ounts "oul# impa"t Ralph Lauren.


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• The problem of "ounterfeit pro#u"ts "an affe"t Ralph LaurenDs bran# image an# hen"e

this is an area to wat"h.

C. *ecommendations

,'panding -nternational Presence

Currentl, Ralph Lauren pro#u"ts are sol# in 38 "ountries, an# planning on e%pan#ing its international

presen"e, mainl in ;urope an# )sia. There are Ralph Lauren +tores in 9 )sian "ountries an# 1>

;uropean "ountries. )s of now, there are no stores in n#ia an# "oul# potentiall be benefi"ial for the

"ompan to a## stores there. n =21>, lu%ur goo#s in n#ia outperforme# the growth from the

preious ear as "onsumers showe# a willingness to spen#. n a##ition, the e"onom in n#ia has

shown signs of re"oer, thus "ausing "onsumers to spen# mone on lu%ur goo#s. )nother "ountrin whi"h Ralph Lauren "an e%pan# its presen"e is Polan#. +in"e the e"onomi" re"oer in Polan# in

=213, retail sales of lu%ur goo#s in Polan# in"rease# in =21>. The number of affluent "onsumers has

in"rease# an# positiel influen"e# the #eelopment of lu%ur goo#s mar(et. @urthermore, the

in"rease# aailabilit of lu%ur bran#s ha# a positie impa"t on growing awareness of lu%ur

"ompanies among "onsumers. +in"e the area remains unsaturate#, lu%ur goo#s "ompanies hae

potential for further growth.

#ecreasing Line ,'tensions

)lthough Ralph Lauren Corporation has state# it has attribute# its su""ess to the multiple "olle"tions

it offers, beliee that the shoul# re#u"e the amount b "ombining some of them be"ause oerall, it

"onfuses "ustomers when "ompanies hae multiple "olle"tions. The "ompan offers seen "lothing

"olle"tions for both men an# women. @or e%ample, for men, there is the Purple Label an# Bla"(

Label, an# both offer the same tpe of apparel, thus beliee the shoul# "ombine the two.

Bibliography

6alleas, Pierre. J6ar(et Pulse S +tea# ?n -p : The Business of @ashion.J !he $usiness of

Fashion. &.p., 2> 6ar. =21. .


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Hrant, &i"(. J= Things ou i#n't Inow )bout Ralph Lauren.J Complex. &.p., n.#.

6ar. =21.JRalph LaurenG Bran# )i#.J !he ,conomist . &.p., n.#. 6ar. =21.JRalph Lauren Philanthrop : Polo Ralph Lauren @oun#ation : )bout Ralph Lauren.J

'77&ralphlauren&com . &.p., n.#.

Documents

Brand Inventory