The case of
Opportunities and Possibilities
Analysis of the map of the stores
1. The history of Ralph Lauren
Ralph Lauren is the brand founded in 1968 by the American fashion designer Ralph Lipschitz who changed his name in Ralph Lauren during childhood. The name “Polo Ralph Lauren” was chosen to honour a sport that symbolizes discreet elegance and a classic style: polo. Since the beginning, the brand interprets with romanticism the traditions of the European aristocracy, transforming them into the favourite brand of the American High Society. He debuts with a very successful collection of ties, made of unusual fabrics and patterns. In 1969 he is the first one to open a corner store for men at Bloomingdale’s and in 1971 the first women collections is originated, reinventing the classic look of men shirts with a much more feminine approach. Sports, adventure and summer holidays in New England are the main sources of flair and, in the same year, the famous logo with the polo player is created. After the first collection in women apparel, the brand extension has been terrific, opening up to every category of personal luxury and nowadays the existing brands are: Polo, Polo by Ralph Lauren, Ralph Lauren Purple Label, Polo Sport, Ralph Lauren, Blue Label, Lauren, Polo Jeans, RL, Chaps and Club Monaco. Thanks to the incredible success gathered in the United States, the company was able to open, in 1984 its first flagship store in New York City, on the Madison Avenue and several other boutiques in Europe.
At present, Ralph Lauren Corporation formerly Polo Ralph Lauren Corporation, is engaged in designing, marketing and distribution of premium lifestyle products, including men's, women's and children's apparel, accessories, fragrances and home furnishings. Ralph Lauren branded merchandise is available at approximately 10,000 different retail locations worldwide and the company operates in the US, Canada, Europe, and Asia. It is headquartered in New York and employs about 24,000 people. Ralph Lauren is one of the world’s first luxury lifestyle brands that distinguish itself for the premium quality and the unique design. Ralph Lauren business model is focused on advertising; merchandising and design, very diversified across product categories, geographies and distribution channels.
2. The Brands
As said before, Ralph Lauren is present in many segments:
* Apparel with lines for men, women and children
* Accessories: footwear, eyewear, fine jewellery, hats, belts, leather goods * Home: Bedding and bath products, fabric, furniture, wallpaper, table top, paint and giftware * Fragrances: Big Pony, Romance, Love polo, Lauren, Safari, Ralph and Black Label, among others This list demonstrates how wide was the brand extension. Through this horizontal diversification, Ralph Lauren has been able to become a true lifestyle brand which reflect a truly American perspective: it is not only a fashion brand but something the consumer can identify himself with, that can represent his style in every occasion and circumstance. In order to make this more efficient, the company has developed several specific brands: * Ralph Lauren Purple Label: sartorial craftsmanship, fine fabrics, tailored-made suiting to obtain the most exclusive elegance and quality. Dedicated to the highest segment, it is available is in the flagship stores around the world, online on RalfLauren.com and in very selected speciality shops * Ralph Lauren Men’s Black Label: is dedicated to the modern, sophisticated man. Classic shapes and lean-silhouettes, stylish and masculine. It is available in Ralph Lauren shops, online. In speciality and corner shops. *
Ralph Lauren Men’s Black Label Denim: introduced in 2011, it is the ultramodern luxurious brand with trendy lines and innovative fabrics. Available in flagship stores, departments stores and online *
Polo Ralph Lauren: this is the iconic brand of...
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