Sales Promotion and Personal Selling

Sales Promotion and Personal Selling

Ralph Lauren offers many different sales promotions, if you purchase items online if you spend over $195 you get free shipping. Which in tell makes you spend even more money without even leaving the house. Think about it they are saving you the trip of either driving or riding the train to one of its many locations.With e-commerce sales at Ralph Lauren growing annually by 30%, the apparel manufacturer and retailer has a big appetite to take on more international expansion.

For the fiscal year ending March 31, Ralph Lauren reported: Web sales grew 30% to around $479.9 million from 369 million. Total sales increased 17% to 3.24 billion from 2.77 billion for the fiscal year of 2011. Comparable-store sales increased 14%, net income increased year over year 20% to 681 million from 567.6 million. The web accounted for 14.8% of total sales compared to the 13.3% for the fiscal year of 2011.

Ralph Lauren uses the web, text, catalogs & flyers to let all of its customers know of all new items that come out for whatever season. They also let you know about items that have gone on sale from the previous seasons clothing line or other merchandise. Ralph Lauren knows that they're customers value good deals & try to make sure that everyone is aware whether it a holiday sale of just for being a long time customer.

Advertiising and Public Relations

Ralph Lauren is the world's most successful fashion designer, selling clothing and luxury goods worth around $12 billion a year at retail.The secret to its 40 year success has been careful control of the Ralph Lauren and Polo trademarks, but above all an unrivalled understanding of the multiple strands that make up classic American style.In fact,  Ralph Lauren's biggest challenge by far is to broaden its audience, especially in Europe and Asia, where there is still a preference for homegrown designers. 

Ralph Lauren has used The New York Times for a lot of they're advertising and have had a long standing partnership with them just for those needs . A regular in the print paper, on the website, and increasingly in mobile as well, it’s proven willing to follow its media partner into uncharted waters and to spend big on premium digital ad space. Ralph Lauren’s advertising images have changed from a country club lifestyle image to urban/hip the company has adjusted to the changing of times. They're clothing line is used different sports which they are the official line used for the US Open & even the Summer and Winter Olympics.

Between TV, radio, internet & prints Ralph Lauren definitely spends a lot of money in advertising to try to reach out to many of they're customers. They even used a music group called "Silhouettes" to expand they're advertising to a larger market of people to promote they're new line on YouTube. It just shows that Ralph Lauren goes to any length to sell they merchandise and continue to be a trendsetter in fashion.

Retailing

Retailing 


Ralph Lauren Polo is one of the most widely recognized brands in the world.  The demand for its casual but high quality apparel has increased strongly since its inception forty years ago. When referencing Ralph Lauren or Polo I should mention that we are speaking about a broad range of RLP merchandise to include Ralph Lauren, Polo, Lauren Ralph Lauren, Lauren, Purple & Black Label, Rugby, RLX and RRL, not to mention merchandise manufactured exclusively for certain major retailers including Dillard's and Macy's. Therefore, we are speaking about thousands of authentic Ralph Lauren items. To discuss the differences between one or more items you might purchase online would be exhaustive. So, I will offer more broad advice to cover the extensive range of possibilities.

Ralph Lauren has masterfully merchandised fine clothing, accessories and home goods since 1967. You can find Ralph Lauren merchandise through a wide range of distribution channels including company owned retail locations, leading department stores, polo.com and online resellers. That aside, with frequent new merchandise introductions, about every 2-3 months, it is nearly impossible for the average consumer to keep up with the constant flow of new Ralph Lauren Polo merchandise offered.