Ralph Laren

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Contents
1.Introduction
1.1. Methodology.....................................p.4 1.2. Ralph Lauren History.......................p.5

2. Brand DNA

2.1. Brand Mission....................................p.7 2.2. Brand Image.......................................p.7 2.3. Brand recognition.............................p.8 2.4. Brand Essence and Attributes.........p.9 2.5. Brand Emotional & Functional Value.......p.10

3.Luxury and Generation X & Y

3.1.How generation X & Y see luxury? (Table)........p.12 3.3.What is that lures generation Y to Luxury fashion brands...p.13

4. Ralph Lauren’s Repositiong Strategies

4.1. Integrating Apple’s iPad into the in-store experience....p.16 4.2.QR code in Print Ad in Vogue Fashion Magazines.........p.17 4.3. Make your own Rugby/Polo T-shirt on your Apple Iphones.....p.19 4.4.Anytime, Any Place , Anywhere with Ralph Lauren............p.21 4.5.“Big Pony Collection Collaboration”.......................................p.22

5. Advertising Campaign

5.1. Hottest shoot............................p.24 5.2. Advertising campaign brief for Ralph Lauren’s relaunch.........p.35 5.3. Model..........................p.37 5.4. Photographer & Stylist......................p.40 5.5. Location...............................................p.42

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6.Conclusion & Recommendations................p.44 7. Appendices 7.1.Who are the Generation X and Y ?..............p.46 7.2.How the consumer decision-making process differs between the two groups?.........................p.47 7.3. Ralph Lauren Brand Appeal and Positioning in 90’s..........................................p.48 7.4. Ralph Lauren’s retail experience and E-commerce...............................................p.50 7.5. Which Brands are currently connecting successfully with the digital savvy audience?................p.51 7.6. Digital and technological trends...................................................p.53 7.7.Generation Y survey Questionnaire................................................p.54

8. References ................p.59
i) Bibliography.......................p.63 ii) Image illustrations............p.64

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Why chose Ralph Lauren?
The report aims to create a brand re-positioning strategy for how it will re connect with the Generation Y, we were given four brands to choose from, Tommy Hilfiger, Gucci, Calvin Klein and Ralph Lauren. I have chosen Ralph Lauren because to me the look of the brand is very inspirational as it has an outstanding quality of products, it seems timeless rather than trendy, it can be worn as formal and as well as a casualwear. The brand itself is appealing to me because of its bright range of colors in polo t-shirts and trousers. I am sporty myself and so is the brand, which has some connection with my personality and remains timeless regardless of following trends in fashion. It has maintained its heritage look till today which is also inspiring for me. It has come up with striking digital marketing strategy, which no other brand has done so far, such as that of 4D projection mapping in New York 888 Madison Avenue. (The Business of Fashion, 2010, online).

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1.

Introduction
In this report, I have done extensive research about the American Luxury brand Ralph Lauren and how it will be able to re-position itself to connect with the generation y. The tech savvy generation y is heavily relying on the technology today as well as becoming brand conscious and for that I have come up with suitable marketing strategies for Ralph Lauren to reignite with this group.

1.1. Methodology
Market research for the brand has been done through both primary and secondary research. As for the primary research, a well-designed questionnaire has been sent over to teenagers and young adults (14-31+) on the social networking site such as Facebook, hence collecting 35 responses. I have done a focus group of 8 students in Nottingham Trent University asking them about what they like about Ralph Lauren...
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