Ralph Lauren's Strategic Planning & Ethic & Social Responsibility

The Polo Ralph Lauren Foundation supports initiatives in cancer care, education and service in

 underserved communites. Such as The Ralph Lauren Center for Cancer Care and Prevention, 

American Heroes Fund, Habitat for Humanity, Polo Fashion School, Ralph Lauren Volunteers, The Reusable Tote and the Pink Pony Campaign.

The Ralph Lauren Center for Cancer Care and Prevention

In 2003, Ralph Lauren partnered with the nation’s leading cancer center, Memorial Sloan-Kettering Cancer Center in New York City, to create the Ralph Lauren Center for Cancer Care and Prevention.

The Center, the only outpatient facility of its kind in Harlem, is an independent 501(c)(3) charitable organization. Specialists at the Center make treatment possible for a wide range of cancers, and all patients have access to pain management and palliative care services, as well as treatment of rare cancers through referrals to inpatient services at Memorial Sloan-Kettering and other hospitals. The Center provides prevention education and health information to the Harlem community and beyond, and conducts research to help advance the understanding of the multiple factors that influence cancer care and health outcomes in medically underserved populations similar to those the Center serves.

One of the cornerstones of the Ralph Lauren Center is its Patient Navigation Program pioneered by Dr. Harold Freeman, Founder and Chairman Emeritus of the Ralph Lauren Center. As part of this innovative program, each patient is assigned a navigator as his or her personal advocate and problem solver, who provides guidance through the complexities of the health care system.

The Center is an extension of Ralph Lauren’s ongoing commitment to cancer research and care. More than 20 years ago, after his close friend and Washington Post fashion editor Nina Hyde was diagnosed with breast cancer, Ralph Lauren made a commitment to focus his philanthropic efforts on eradicating the devastating disease. In 1990, he helped establish a center for breast cancer research at Georgetown University Medical Center in Nina’s name; and in 1994 led the fashion industry in its support of breast cancer research with the CFDA initiative Fashion Targets Breast Cancer.

The American Heroes Fund

College Scholarships

In response to the events of September 11, 2001, the American Heroes Fund was created as part of the Polo Ralph Lauren Foundation, which raised $4 million for relief efforts and established a college scholarship fund for the children of the victims of the attacks.

In addition to the scholarship fund, the Polo Ralph Lauren Foundation bestowed major gifts to the Twin Towers Fund, the American Red Cross and the New York Police & Fire Widows’ & Children’s Benefit Fund.

The Reusable Organic Tote

This tote is made 

from 100% organic

 cotton. 100% of the

 net proceeds* from 

the sale of this tote

 will be donated to 

the Polo Ralph 

Lauren Foundation 

in support of 

philanthropic 

initiatives, including the Pink Pony Fund to help in the fight against cancer.

Pink Pony is Ralph Lauren’s worldwide initiative in the fight against cancer. Its 

mission is to reduce disparities in cancer care in medically underserved 

communities and ensure that treatment is available at an earlier stage by 

supporting programs for cancer screening, early diagnosis, treatment, research 

and patient navigation.

Ralph Lauren's Global Vision

Ralph Lauren's Global Vision

Ralph Lauren Corporation is galloping at a faster clip than when its namesake founder first entered the arena some 45 years ago. With golden mallet brands such as Polo by Ralph Lauren, Chaps, RRL, Rugby, Club Monaco, and RLX Ralph Lauren, the company designs and markets apparel and accessories, home furnishings, and fragrances. Its collections are available at some 11,000 locations worldwide, including many upscale and mid-tier department stores. (Macy's accounts for 20% of all wholesale revenue.) The company operates about 380 Ralph Lauren, Club Monaco, and Rugby retail stores worldwide as well as half a dozen e-commerce sites. American style icon and CEO Lauren controls the company.

Ralph Lauren is one of the most iconic, successful fashion brands on the planet. With a market cap of $13 billion, it extends from the fashion runways to mass market, from Bergdorf Goodman to JCPenney, from customers seeking a $17,000 Ricky handbag to those interested in an $85 polo. The company encompasses more than 20 interrelated brands--including newcomers Denim & Supply and Collection Denim (launching this month)--and is engaged in an aggressive global expansion, having repurchased most of its licensed businesses over the past 10 years. Going directly for the heart of the fashion world, Ralph Lauren recently opened a new flagship on the Boulevard Saint-Germain in Paris, and this fall, it will launch e-commerce in France. Revenue is climbing steadily, and the company's share price has more than doubled in the past two years.

The Ralph Lauren brand has thrived for decades by bringing to life a classic, even nostalgic aesthetic--an appealing, attractive, exclusive world that consumers have shown terrific hunger for. The risk embedded with this approach is that those consumers, at some point, may view this nostalgia as predictable, even old. This brand is steeped in tradition and heritage, but you have to find new horizons.

Ralph Lauren's Marketing Strategy

                                               Ralph Lauren's Marketing Strategy

 Polo Ralph Lauren has long been out in front of its luxury and fashion peers when it comes to technology. The brand was among the first to embrace e-commerce, and, in more recent history, it has been aggressive in its use of mobile marketing.

Last year alone, the company went live with a mobile commerce platform, began using QR Codes and launched its first iPhone app (this month it launched its second app around its Rugby brand). The "Make Your Own Rugby" iPhone app allows users to personalize rugby and polo shirts, as well as upload their photos to virtually try on the shirt.

Leading the charge is David Lauren, senior VP-advertising, marketing and corporate communications. He also happens to be the son of chairman-CEO Ralph Lauren. The 37-year-old took on the marketing role at Polo Ralph Lauren in 2001 and has held his current title for just over a year.

Mr. Lauren admits it's a challenge to stay on the cutting edge while maintaining the brand's timeless, lux image. Likewise, many competitors have been tentative when it comes to taking advantage of technology and social media. But embracing technology gives Polo Ralph Lauren a competitive advantage, Mr. Lauren said. Quick response (QR) codes, which are bar codes that can be scanned with cellphones to get content associated with the product, for example, might not yet be widely used in the U.S., but in Japan they're just another way to shop. When the U.S. catches up, Polo Ralph Lauren, which spent $171 million on advertising in fiscal year 2009 -- down 9% from fiscal year 2008, according to the company -- will be ready, Mr. Lauren said.

"We want to be exploring [technology] right now, so that our learning puts us ahead of the curve," he said. "Each learning is a brick in the wall, and we want to be at the top of the wall when the floods come."

 

The retailer has both mobile apps for its brands as well as a mobile Web site. By using mobile, the company has been able to target consumers of particular brands and tie their mobile experience to an in-store engagement. To help users interact with Ralph Lauren’s RLX brand, the retailer tapped mobile with an engaging iPad app that users could play with to see the clothes in the collection. 

 Additionally, for the Rugby brand, which is aimed at younger consumers aged 18 – 27, Ralph Lauren used an app to let shoppers create and buy a personalized shirt. Users could then send their customized piece to be projected in the store window of Rugby’s New York location where consumers could shop the window. In addition to the Rugby initiative, Ralph Lauren has used technology to create shoppable windows at the brand’s other stores and tapped into 4D technology for a special event that brought Ralph Lauren flagship stores in New York and London to life in Nov. 2010.

Ralph Lauren outlined the company’s tech innovations and explained how each digital initiative fit in with the retailer’s more traditional marketing channels. Their motto is, “We do not just sell clothes, we sell a lifestyle that is exciting." They want people feel by buying a shirt, it gives you a spirit that Ralph Lauren writes through his clothes with stories that are meant to inspire you.

The Ralph Lauren Web site was created 11 years ago and was one of the first luxury retailers to transition its brand to an online commerce experience. “When we opened online, many thought it would be the end of our retail business and would cannibalize our sales,” Mr. Lauren said. “We had to fight to say it would be good platform to build the Ralph Lauren story on,” he said.

Ralph Lauren’s digital marketing efforts revolve around “merchantainment” or combining merchandising and entertainment for consumers. According to Mr. Lauren, Ralph Lauren was the first major luxury retailer to create a digital style guide with tips, photographs and user questions on Ralph Lauren’s products and how to style them.

For the tenth anniversary of Ralphlauren.com, the retailer used fourth-dimensional technology to create a show for shoppers that emphasized the classic but tech-savvy direction of the brand. Ralph Lauren has used various digital channels to editorialize content, including a branded quarterly magazine that gives users trend reports and articles meant to highlight the retailer’s current product line.

Ralph Lauren also created a Web initiative for its Lauren brand that used top editors at fashion magazines to walk users through the brand’s current collection and let users shop looks directly.

In addition to different campaigns, Ralph Lauren has used partnerships and advertising to bolster its digital repertoire.

For instance, in September Ralph Lauren used the month of September to control sole advertisement  on the New York Times iPad app. Again, it is about bringing merchandising and entertainment together to take you right into the Ralph Lauren world. The New York Times ads featured a live fashion show and also let users buy items directly without clicking through to the retailer’s mobile Web site.

Last year, Ralph Lauren launched its online-only brand Denim & Supply, and the company is only advertising with online spots, which is unique for a luxury brand. It has also used digital initiatives to bolster its Pink Pony Charity and has raised more than 486 million impressions via print, online and broadcast advertising.

Despite its digital push, Ralph Lauren stressed the importance the online and mobile initiatives must play in an overall marketing initiative for luxury brands. The Internet does not work without anything else and you need multiple ways to do it and enhance everything else. It is about showing the customer something they do not already know. It has to get the consumer really excited, and has to try to understand the customer and the message of the brand.

History and Mission Statement

The Mission

The mission of Ralph Lauren is to provide quality products, bringing different worlds together and inviting people into they're dream and vision. They are the true innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customer participation in that lifestyle.

The History

Ralph Lauren was born Ralph Lipschitz in New York City on October 14, in 1939. He grew up in the Bronx. In 1967, he changed his name and went into business selling ties under the brand name Polo. Ralph Lauren Corporation is an upscale American lifestyle company and fashion retailer founded by American designer Ralph Lauren. The company focuses on high-end clothes for men and women, as well as accessories, footwear, fragrances, home (bedding, towels) and housewares; presents media content of its lifestyle; and it also runs a line of restaurants. Widely recognized for its Polo Ralph Lauren flagship label, RL Corporation also manages several other brands, based on the Ralph Lauren concept, under which it retails its merchandise. It also carries its subsidiary, Club Monaco. The company's media content is presented by its division, Ralph Lauren Media, LLC. RL Corporation is headquartered on the Upper East Side of New York City.

What is Marketing 

Marketing is creating, communicating, delivering, and exchanging offering that have value for customers. 

According to Chapter 1 of MKTG 5, 2012 Student Edition, 5th Edition, explains that the fundamentals objectives of most businesses are survival, profits, and growth. 

As consumers living in a world that is driven by advertising, expectations are high when it comes to being a valued customer. Our MKTG book explains the differences between Sales and Market Orientations and why they are substantial. 

Sales Orientated businesses is all about the end product which is "profit". This type of marketing strategy shows the lack of needs and wants of the marketplace. If a businesses cannot convince the people why they should buy a product or service that is neither needed to them, then a customer should not feel forced to buy a product that doesn't fit his needs. As a consumer, we want to feel that we are  in an enviroment that cares about us enough to build a long last relationship, not to sell a product for the sake of the day's sales goals.

Market Oriented business doesn't focus on the sales but focuses on a customer's decision to purchase a product. To obtain this information about the product, analysis focus keenly on customers, competitors, and markets. This type of marketing is geared  towards a customer needs and wants, and also focus on the company's objectives to keep a long lasting client. Businesses of this nature that are customer oriented sacrifice for the benefits of their customers while giving their employees empowerment to meet the needs of the company and the customer.

More organization should apply the Market Orientation philosophy and give the customers what they need. Consumers are students of a new product, they don't have an understanding what the value is of that product unless explained and if it suits their needs.