Developing and Managing Products
Ralph Lauren has been managing and developing products for over 40 years now, and he continues to create new lines every few years. His latest lines have been Rugby & Denim and Supply. Clothing lines like RLX was lauched in 2008, Ralph Lauren has always provided the necessary products that consumers want and need. He has broaded his horizions tapping more into the younger crowd or better known as Generation X with Rugby. With Rugby it was still classic & preppy but also a little more urban for today's youth. Ralph Lauren has been a trendsetter for most clothing lines because of his longevity in the business, and he will continue to be for years to come.
Integrated Marketing Communications
Ralph Lauren is known for inviting customers into a dream world of luxury. That flawless man in the ad wearing the Ralph Lauren shirt has a story and a lifestyle that consumers want to see themselves in.They have always strived to keep themselves as a classic brand which people always can always see themeselves in. An iconic brand that represents timeless style, Ralph Lauren has also revolutionized retail using technology, creativity and their own passion for innovation.They’ve been at the front of the pack since digital became an option, seeing an opportunity to tell a story online when many retailers saw the internet as a place that would hurt store sales. And the retailer has been pushing the envelope ever since, investing heavily in video, editorial content, a Minority Report-inspired interactive store window, mobile apps and perhaps most fantastic of all, a 4D spectacle on the streets of London and New York.
The brand story is a storybook tale told by great storytellers. Ralph Lauren feels the driving concept as “merchantainment,” the seamless blending of merchandising and entertainment. Ralph Lauren himself envisions a lifestyle around the merchandise. In the store, the character’s sweater might be on the rack, but he also left his kayak in the corner, and you might even run into his dog as you browse. With Ralph Lauren they don't feel like they're just selling clothes but they are selling a dream, the thoughts behind the companies thinking is “We sell a lifestyle that’s exciting. When you’re shopping, you’re dreaming. You want access in that world.” The keys to success to Ralph Lauren is, don’t wait for everybody else to do it, just take the risk and and go for it. There’s a balancing act of knowing your customer and reacting to them, but also showing them something they haven’t seen before. And most importantly, in merchantainment, you must excite your customer. They also feel if the company is excited about it product that makes the consumer feel comfortable themselves.
Product Concepts
Forty years ago a man born Ralph Lifschitz, better known as Ralph Lauren produced a product that is known worldwide to all people called Ralph Lauren. He took a collection of ties and built it into something that no one could of expected. Ralph Lauren has always provided his customers with quality products, from clothes, accessories, fragrances to home products. Year after year they have always given most of they're loyal customers things they want with the quality of their product. Lauren's marketing has always caught people's eye for years, because its product is always eye catching.
With their vivid colors and style, even the products from years before are still a want by many consumers. Ralph Lauren always releases a teddy bear collection, that was a high seller in the 90's because of Ralph Lauren faithful. His Ralph Lauren Polo line is focuses more on people of all ages because it is the first line he created. So it's based more an American style even though there are some European cuts. While his other lines are mostly based for men & women, so most of Lauren's marketing is fixed on a mixed crowd old enough to wear the RL products. No one would ever question the quality of their product because it has always had the reputation for top quality. Most people who own Ralph Lauren products, can attest that the products they do own have survived for years because of the quailty of the material. They're products will always dominate for years and years to come because they are more of an everyday lifestyle compared to other clothing lines and their products. Others will always come and go but Ralph Lauren will always last because its product is a necessity and not a want.
