Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Amit Patel
Spring 2015
2
Table of Contents
1. Background Information............................................................................................................4
1.1. The Brand……………………………………………………..………………………….4
1.2. Corporate Structure……………………………………………………………………….4
1.3. Key Figures……………………………………………………………….........................5
1.4. Industry Analysis………………………………………………………………................5
2. Consumer Analysis………………………………………………………………....................5
2.1. Target Markets and Segmentation………………………………………………………..5
3. Brand Inventory……………………………………………………………….........................6
3.1. Brand Elements………………………………………………………………...................6
3.1.1. Brand Name……………………………………………………………………...…6
3.1.2. Symbols……………………………………………………………….....................6
3.1.3. Retail Concept……………………………………………………………………...7
3.2. Current Marketing Mix…………………………………………………………………...7
3.2.1. Product……………………………………………………………….......................7
3.2.2. Pricing……………………………………………………………….......................8
3.2.3. Place (Distribution)………………………………………………………………...8
3.2.4. Promotion………………………………………………………………..................8
3.3. Points of Parity and Points of Differences……………………………………................10
3.4. Brand Strategies………………………………………………………………................10
3.5. Product Portfolio Analysis………………………………………………………............11
3.6. Competitor Analysis…………………………………………………………………….12
4. Brand Exploratory………………………………………………………………....................12
4.1. Brand Awareness and Brand Image…………………………………………………….12
4.2. Brand Positioning..……………………………………………………………………...14
5. Brand Equity Analysis……………………………………………………………………….15
5.1. Ralph Lauren Corporation’s Brand Equity………………………………………….......15
5.1.1. Brand Awareness………………………………………………………………….15
5.1.2. Brand Image…………………………………………………………………...….17
6. Strategic Brand Management Recommendations……………………………………………20
3
1. Background Information
1.1. The Brand
Ralph Lauren Corporation is a brand that sells apparel, accessories, fragrances, and home
furnishings worldwide. In 1967, Ralph Lauren, an American designer, founded the company,
Polo Ralph Lauren. Polo Ralph Lauren is the corporation’s flagship brand. The Corporation also
manages several other brands including Ralph Lauren Black Label, Ralph Lauren Purple Label,
Ralph Lauren Golf, and many more. The Company went international in 1981. By 2007, Ralph
Lauren had over 35 boutiques in the United States and other countries (Business of Fashion,
2015). The Company’s products are sold in over 11,000 department stores, such as Macy’s and
Bloomingdale’s, and has over 380 retail stores in the United States and internationally (Reuters,
2015). Additionally, Ralph Lauren Corporation has opened restaurants in New York, Paris, and
Chicago.
Strengths Weaknesses
Ralph Lauren sponsors major sporting Ralph Lauren Corporation does not
events, such as Wimbledon, and have a slogan.
professional golfers, such as Luke Ralph Lauren barely advertises its
Donald products
Products are offered globally
Brand is highly recognizable
Opportunities Threats
Building more stores internationally, Products are not sold in China nor India
and selling products in more countries Exchange rates can negatively impact
such as developing countries sales
Creating a new product line to interest Counterfeiting of Ralph Lauren
and attract customers products
Figure I: Ralph Lauren Corporation SWOT Analysis
2. Consumer Analysis
2.1. Target Markets and Segmentation
Ralph Lauren is a highly recognizable designer brand throughout the world. Currently,
66% of its sales come from the United States, while 20% of its sales come from Europe (CSI
Marketing, 2014). The main target market of Ralph Lauren is a middle-class to upper-class
consumer of any age. Celebrities, such as David Beckham and Channing Tatum, are known to
wear Ralph Lauren Black Label tuxedos. The Company offers apparel, accessories, and
fragrances for men, women, and children, as well as offering home furnishings. Ralph Lauren
apparel exemplifies luxury and timeless designs. By offering Ralph Lauren’s products only
6
through retail and department stores, it maintains the exclusive image of the brand. Ralph Lauren
competes against other designer brands such as Lacoste, Vineyard Vines, and Brooks Brothers.
3. Brand Inventory
3.1. Brand Elements
3.1.1. Brand Name
Ralph Lifshitz changed his last name to Lauren because his cousins in California changed
their last name to Lawrence (Oprah, 2015). Ralph Lauren chose this name because it was easier
to pronounce. Ralph Lauren Corporation’s flagship brand, Polo Ralph Lauren, is sometime s
confused with the brand U.S. Polo Association because people call Polo Ralph Lauren ‘Polo”,
for short, thus causing the confusion of sounding similar.
3.1.2. Symbols
The brand uses one symbol on its products and advertisements. The logo is of a person
playing polo, and is one of the most popular logos in the fashion industry (Figure II). The Ralph
Lauren logo is a perfect example of the rich, proud American look, and tradition. The company
chose the polo horseman as its symbol because it induces feelings of pride and elitism. Not only
does the U.S. Polo Association brand (Figure III) sound the same as Polo Ralph Lauren, it also
has a similar logo. Both logos feature a man playing polo.
3.1.3. Slogans
The brand rarely advertises on television or any other type of media where slogans are
used, therefore the Ralph Lauren Corporation does not have any slogans.
3.2.2. Pricing
Ralph Lauren Corporation is a luxury brand, which has many different collections. For
both men and women, Ralph Lauren offers the following collections: Polo Ralph Lauren, Ralph
Lauren Black Label, RLX, Denim & Supply, Polo Golf, and Polo Tennis. For men, Ralph
Lauren offers the Purple Label brand, and for women, they offer the Ralph Lauren Collection.
Both Polo Ralph Lauren and Ralph Lauren Black Label offer both formal and casual apparel.
RLX offers athletic- like apparel for winter sports and such. Denim & Supply offers jeans and
other denim apparel. Ralph Lauren Collection offers both casual and formal clothes. The prices
of the Polo Ralph Lauren collection are between $30 and $2000. The prices of the Black Label
collection are between $90 and $5000. The prices of the RLX collection are between $45 and
$600. The prices of the Denim & Supply collection are between $30 and $500. The prices of the
Polo Golf collection are between $75 and $400. The prices of the Polo Tennis collection are
between $45 and $100. The prices of the Purple Label collection are $100 to $7000. The prices
of the Ralph Lauren Collection are between $600 and $12,000.
3.2.4. Promotion
Ralph Lauren Corporation uses different channels to reach consumers, which include
advertisements in print, online, and occasionally television. Ralph Lauren advertises in mainly in
fashion magazines, such as Vogue and Cosmopolitan. In addition, the company has its own
magazine called RL Magazine, which has the following sections: Art & Design, Interviews,
Sports, Travel and Philanthropy. Occasionally, Ralph Lauren advertises their fragrances on the
television, which is paid by Macy’s.
9
Polo Ralph Lauren uses promotional offerings to attract customers, such as in-store and
online sales. End-of-season sales are normal in the fashion industry.
Ralph Lauren Corporation also sponsors major events and athletes. In 2006, Polo Ralph
Lauren became the first official outfitter of Wimbledon (Figure V). In addition, the company
sponsors the United States Olympic Team. Also, the company sponsors professional golfers such
as Webb Simpson and Luke Donald.
Polo Ralph Lauren is also involved in philanthropic projects. For example, Pink Pony is
Ralph Lauren’s worldwide initiative in the fight against cancer. Our mission is to reduce
disparities in cancer care in medically underserved communities and ensure that treatment is
available at an earlier, more curable stage. In the United States, 25 percent of the purchase price
of Pink Pony products benefits the Pink Pony Fund of the Polo Ralph Lauren Foundation to
support programs for screening, early diagnosis, treatment, research and patient navigation. The
company has also partnered with Habitat for Humanity to help families in need of decent,
affordable prices to live. Recently, Ralph Lauren, has agreed to sponsor the Royal Marsden and
donated money to build a new cancer clinic at the hospital (The Economist, 2015).
Product
Existing New
Line Extension
Brand Extension
Extensions into other
New
apparel-like categories
Existing
4. Brand Exploratory
4.1. Brand Awareness and Brand Image
A survey was conducted to measure the brand image, brand awareness and brand image
associated with Ralph Lauren and along with other designer brands (Appendix I for survey
copy). The results obtained from this survey were a convenient sample, which means it is not
necessarily representative of the entire population. Most of the respondents were between the
ages of 18-20 (Figure X) and from the United States (Figure XI). The purpose of this survey was
to quantify brand awareness of Ralph Lauren Corporation and its competitors. Respondents were
asked if they recognized the logos of Lacoste, Brooks Brothers, and Vineyard Vines, and were
then asked to recall the names of those brands. There were 32 male respondents and 15 female
respondents (Figure XII), and both males and females were able to recall the Ralph Lauren and
Lacoste logo the most, which can be seen in Figure XIII. Furthermore, there were 38 people
from the United States and 9 people that were international, and both people from the United
13
States and foreigners were able to recall the Ralph Lauren logo the most, which can be seen in
Figure XIV.
Male Female
Ralph Lauren 81.25% 100%
Lacoste 81.25% 100%
Vineyard Vines 78.13% 86.67%
Brooks Brothers 53.13% 13.33%
Figure XIII: Recall Rates of Ralph Lauren between Males and Females
are not performing well. Lauren continues by saying that the reason why Ralph Lauren
Corporation is one of the top fashion companies in the world is because of the company’s ability
to create new brand names, such as Ralph and Polo Jeans Co.
Saliency
the other hand, was not as highly recognized as I thought it would be; the majority of the
respondents were not able to recognize the logo and recall the brand name. Though the sample
size of this survey is rather small, further research is required to assess the validity of these
results. Google Trends has been measuring interest of any topic based on search queries since
January 2004, which shows that Ralph Lauren has been searched the most out of its three
competitors: Lacoste, Brooks Brothers and Vineyard Vines (Figure XVII). In addition, Google
Trends’ Regional Interest Map shows that United States and Europe have the more search
queries than the rest of the world (Figure XVIII).
Recognition Recall
Ralph Lauren 96.36% 89.09%
Lacoste 92.72% 87.27%
Vineyard Vines 87.27% 81.81%
Brooks Brothers 40.00% 36.36%
Figure XVI: Recall and Recognition Rates of all respondents
Ralph Lauren
Lacoste
Brooks Brothers
Vineyard Vines
Figure XVII: Google Trends’ Interest Graph of Ralph Lauren, Lacoste, Brooks Brothers, and Vineyard Vines
17
Figure XVIII: Google Trends’ Regional Interest Map of Ralph Lauren Corporation.
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
track and measure what people are saying about any topic. Social Mention monitors over 100
social media sites such as Facebook, Twitter, Instagram, YouTube, and Google. The dimensions
18
that it uses are strength, sentiment, passion, and reach. Strength measures the likelihood 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 likelihood that individuals talking about a brand will do so
repeatedly. Reach measures the range of influence. Below are the Social Mention results of
Ralph Lauren Corporation. Overall, the sentiment of the brand is neutral.
In the survey, I asked the following question for each brand “What are your opinions on
Ralph Lauren, Brooks Brothers, Lacoste, and Vineyard Vines?” using a Likert Scale, Strongly
Disagree to Strongly Agree. Results from the survey conclude that Ralph Lauren Corporation is
the following: quality, fashionable, luxurious, and expensive. The graphs below show Quality
Brand versus Expensive Brand (Figure XXI), Quality Brand versus Luxurious Brand (Figure
XXII) and Quality Brand versus Fashionable Brand (Figure XXIII).
19
4.8
4.6
Expensive Brand
4.4
4.2
3.8
4 4.1 4.2 4.3 4.4 4.5 4.6
Quality Brand
4.6
4.4
Luxurious Brand
4.2
3.8
4 4.1 4.2 4.3 4.4 4.5 4.6
Quality Brand
4.6
4.4
3.8
4 4.1 4.2 4.3 4.4 4.5 4.6
Quality Brand
7. Supplementary Material
7.1 Appendix I: Designer Brand Recognition Survey
2. What comes to your mind when you think of the brand Ralph Lauren? (Please give at
least three words) Do you own any Ralph Lauren apparel?
______________________________________________________________________________
______________________________________________________________________________
Works Cited
Mallevays, Pierre. "Market Pulse | Steady On Up - The Business of Fashion." The Business of
"POLO RALPH LAUREN Sales by Geography." Polo Ralph Lauren (RL) Sales per Country
and Region, March 31 2014 Annual Report. CSI Marketing, n.d. Web. 10 Mar. 2015.
"Ralph Lauren | Discover Ralph Lauren's Company Page | The Business of Fashion." Ralph
Wendlandt, Astrid. "Global Luxury Goods Sales Growth to Stabilize in 2015: Bain." Reuters.
Grant, Nick. "25 Things You Didn't Know About Ralph Lauren." Complex. N.p., n.d. Web. 24
Mar. 2015.
"Ralph Lauren: Brand Aid." The Economist. N.p., n.d. Web. 24 Mar. 2015.
"Ralph Lauren Philanthropy - Polo Ralph Lauren Foundation - About Ralph Lauren."
Winfrey, Oprah. "Oprah Talks to Ralph Lauren." Oprah. N.p., n.d. Web.
"Market Research for The luxury Goods Industry." Euromonitor International. N.p., n.d. Web. 20
Apr. 2015.
"Number of Employees of Polo Ralph Lauren, 2014 | Statistic." Statista. N.p., n.d. Web. 03 May
2015.