Integrated Marketing Communications

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.