SWOT ANALYSIS FOR

INTRODUCTION
Ralph Lauren is a leader in the design, marketing and distribution of premium lifestyle products in four categories: apparel, home, accessories and fragrances. For more than 30 years, our reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. Ralph Lauren Corporation is galloping at a faster clip than when its namesake founder first entered the arena more than 40 years ago. With golden mallet brands such as Polo by Ralph Lauren, Chaps, RRL, Rugby, Club Monaco, and American Living, the company designs and markets apparel and accessories, home furnishings, and fragrances. Its collections are available at some 9,000 locations worldwide, including many upscale and mid-tier department stores. The firm also operates about 370 Ralph Lauren, Club Monaco, and Rugby retail stores worldwide as well as the e-commerce sites RalphLauren.com and Rugby.com. American style icon and CEO Lauren controls the company. As the company grows and evolves, they remain dedicated to maintaining a dynamic and inclusive work environment. They value the individual talent that comprises this company and are committed to equal opportunities for each employee's advancement. The company believes in and supports policies and practices that prohibit discrimination against any person because of race, color, religion, gender, gender identity, age, national origin, marital status, disability, sexual orientation or any other characteristic protected by applicable law. From the opulence of the London flagship to the traditional country lifestyle exemplified in the East Hampton, New York, location, the stores are renowned for their excellence in preservation, architecture and design.

SWOT ANALYSIS

1. STRENGTHS
Ralph Lauren's retail stores focus on showcasing the "World of Ralph Lauren" by offering a wide selection of luxury products to customers. Polo Ralph Lauren is a premier global player in the design, distribution and marketing of lifestyle products such as mens, womens and childrens apparel, accessories, fragrances and home furnishing. The largest part of its revenues come from its wholesale division, which sells Ralph Lauren products to department stores Ralph Lauren has taken complete control of its own brand in Asia providing more control over the company. The company has managed to beat analyst estimates in an especially poor season for consumer spending through controlling costs and increased sales in Europe. Ralph Lauren's operations fall under three primary categories: Wholesale, Retail, and Licensing. The company can target a large range of customers through its relationship with large department stores from Europe to Asia and America. Ralph Lauren's retail segment operates through the chain of 326 retail and factory outlet stores, as well as the company's online store. Ralph Lauren sponsors Wimbledon and dresses all of the line and ball girls and boys in their brand clothing, clearly showing the iconic and memorable horse design.

2. WEAKNESS
Due to exchange rates, in fiscal 2011, those fluctuations led to a loss of $6.4 million Though having stores throughout the world exposes the company to multiple different markets; it also exposes the company to the whims of changing exchange rates. Although there is a diverse range of products within the Ralph Lauren brand, it is largely dependant on its Ralph Lauren polo tops and Create you own polo which enables you to choose the colour of the polo and horse and the fit of the top that you would like. Although there are stores all over the world, this results in the buying and selling in different currencies which leaves cost margins unstable There are many head offices and buildings to maintain which costs more money that having no factories

 Ralph Lauren is highly dependant on large retail stores for generating revenue and profits.

3. OPPUTUNITIES
The retail presence serves as a platform for Ralph Lauren to launch new lines and maintain brand strength. Ralph Lauren views internet sales as a prime source of future growth One key area of growth in Wholesale could be the development of private labels with department stores, like the American Living brand Polo has launched in partnership with J.C. Penney (JCP). As a part of Ralph Lauren's expansion plans, Polo Ralph Lauren's American Living line for J.C Penney debuted in 600 stores in February 2011 with plans to expand to all 1,048 J.C. Penney stores. With 50 merchandise categories ranging from apparel to home furnishings and a broad influence, the brand potentially allows Ralph Lauren to target large demographic seeking high quality merchandise at lower prices. The private label partnership represents a significant opportunity for growth in the Wholesale segment for Polo, as the company could enter more partnerships with new brands with J.C. Penney (JCP) or other department stores Ralph Lauren already supports Cancer campaigns and eco friendly tote campaign. However, there is opportunity to develop these campaigns.

4. THREATS
Fluctuating exchange rates have had a substantial impact on sales: a gain of $1.6 million in Fiscal 2011 and a net loss of $6.4 million in Fiscal 2010. Changes in exchange rates will affect prices as well as foot traffic in stores where Ralph Lauren goods are sold. Although Ralph Lauren is a premier global brand, there is huge competition within their target market such as Hugo Boss, Abercrombie and Fitch, Armani and Calvin Klein for mens wear and Michal Kors, DKNY and Armani Exchange for womens wear. The degree of supplier power is significant since a large portion of Ralph Lauren revenue comes from licenses over which the company has no operational control. Therefore, Ralph Lauren depends on the financial viability and operational ability of licensees.

SUGGESTIONS
1. The brand should stay relevant by leveraging interactive marketing strategies in-store, online and via mobile. 2. After more than 44 years in the retail industry, Ralph Lauren may sought new strategies to reinvent itself as a leader in the space and reaffirm its stance as a desired luxury brand. 3. From its inception, Ralph Lauren has transformed from a tie designer; to a clothing provider for men, women and children; to a lifestyle brand. By using this cross-channel commerce and marketing strategies, the retailer can quickly outsold its competitors. 4. Lauren kept pace with the growth of e-Commerce by opening its own storefront, despite hesitations within the company. Despite these concerns, the retailer tapped the web to showcase its story and provide shoppers with access to Ralph Lauren products at home or on the go, at any time. 5. To increase customer loyalty and overall engagement, Ralph Lauren should develop interactive events that include Q&As with fashion editors.

All of these initiatives would allow the brand to be seen as a lifestyle, rather than a line of products.