In the last article, I talked about the big empire Ralph Lauren was able to create and develop in the last few years. The brand is created for a consumer that values quality, exclusivity, style, fine living and prestige. He or she appreciates the quintessential American look and timeless classics, and aspires to be respected and recognized for his or her wealth and sophistication. All these psychographic and behavioral characteristics are aptly captured in Ralph Lauren’s brand and marketing communications and across all consumer touchpoints.
By successfully mixing a new age identity with classical designs, Ralph Lauren has maintained its appeal with a wide range of consumers. This has also allowed it to attract consumers from different age groups, and has allowed it to hold on to them as they have progressively aged. The balance of class and simplicity allows all kind of consumers to express their personalities, I would say it’s a transversal brand. Its business portfolio includes so many brands that include a great wide range of people. No matter if you are classy or sportive, you’re going to wear something under Lauren’s umbrella.
The symbol of the American lifestyle
The Ralph Lauren brand was set up from the start to be all about the American lifestyle. From the designs of its apparel and accessories, to the dining experience offered in its restaurants, the Ralph Lauren brand stands as a symbol of America – an amazing feat for a brand that has only been around for 50 years. One of the secrets behind Ralph Lauren’s success is its ability to offer a consistent brand experience all over the world – from products to stores and even to post-purchase.
Millennials are now crazy about Polos. Due to the logomania trend, Millennials are searching for relics from the Nineties and they have taken to Ralph Lauren, specifically Polo Sport, because of its bold type and primary colors. Not only the logo trend has played an important role for Ralph Lauren, but also the vintage vibe. More and more youngers are looking for denim jackets, jeans and shirts their parents were used to wear.
Many brands — Tommy Hilfiger, Fila and Guess — have attempted to do the same and attract a new customer revamping their archives, but Ralph Lauren has operated differently. The company has avoided collaborations or anointing new brand ambassadors. It’s also concentrated less on releasing small one-off collections, a method the brand followed in the past that’s currently the primary way designers are creating excitement at retail. The one thing that I can say about Ralph’s business is that it’s been consistent, which has contributed to its success.