EOC week 3: Review Questions

1.. Is Ralph Lauren a designer? Why or why not? “Ralph Lauren is not a traditional designer; he is a merchandiser.” (Brand/Story, p. 35) He has ‘creative license’ to do whatever he wants with his brand, including positioning it, designing it, marketing it, and branding it how he sees fit.

2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career? “In the mid-1960’s, Ralph Lauren took a position with a Boston-based tie manufacturer, Rivetz. He utilized self-promotion as a way to stand above his peers and get attention from clients. Lauren’s unique style allowed him to gain sales and a reputation. Ralph Lauren became skilled at networking in the New York garment industry. He learned early that building relationships was essential to creating his own brand.” (Brand/Story, p. 37)

3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse? His first line was Polo, which just included ties and later added women’s shirts. It was made for an upper class market that could afford to spend more on their personal style. He also operates a home goods division which includes paint. He launched the Polo Sport line in 1993 and expanded his ethnic market with the use of Tyson Beckford as his underwear model. The RRL line was introduced in 1993, focused on a higher price point of romanticized Western wear. The Lauren Purple Label offers men’s tailored clothing and Polo Sport Women offered casual wear. Polo Jeans Co. was introduced for a younger market and Lauren by Ralph Lauren focused a moderately priced women’s collection that is traditionally tailored at major department stores. He also has a restaurant in Chicago and a Blue Label line of children’s wear. Rugby was launched in 2004, focused at college age markets and competes with Abercrombie and Fitch.

4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle? I’m not really a fan of Ralph Lauren. It’s very traditional so if I had to pick I’d probably say Rugby is my favorite division. I like the youth found in the line. I also love the bed linens in the home goods collection. They are well made and stay looking new even after many washings.

5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him? He has built his brand completely around the things that inspire him. Each line is congruent in some way and reflects his branding process. No one else really compares to how complete his collection of brands are.