Ralph Lauren

We were the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participate in that lifestyle.

-Ralph Lauren

our mission

Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in our dream.

make the "most" of our company

m.o.s.t.

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Objective

What's holding us Back?

Asia

issues with R.L. brand image

• Outdated
• Too American
• Design is too simplistic
• Associated with the upper-class (arrogant)

The asian Market

• Covers 29.4% of the Earth in land mass
• Accounts for over 56% of the world's population
• Highly variable HDI! Lowest and Highest globally!
• Considered "2nd World" excluding Israel, Japan and S.Korea

what asians want?

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strategy

Innovation and expansion

• new and emerging merchandise categories
• accessories
• Simple Solution: brand extensions

Brand extension

Concepts of brand extension

• Brand must we well known
• Logical extension in alignment with consumers' expectations
• Should not detract from brand image to avoid dilution 
• The whole point is to extend the brand to a new category

"People ask, 'How can a Jewish kid from the Bronx do preppy clothes?' Does it have to do with class or money? It has to do with dreams."
-Ralph Lauren

Redefine to realign

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tactics

• Brand extension research
• Implement new accessories in extension
• i.e. Ralph Lauren Baby Stroller/Car seat Crossover
• Transition from American to Global brand
• Still maintain American identity

brand positioning

• Find a category that is not too saturated
• Maintain original brand identity
• Cater to the new market segment

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AnotheR hAPPY eNDING