Extract
[...] Ralph Lauren will have to reinvent its economic model and value it to meet these expectations and remain popular. The company has undeniable strengths. Its product offer is popular and sought after, recognized for its quality, and its universe is still powerful, clear, and attractive. It has a dense network of own stores and resellers around the world. It has recently improved the user experience to promote online sales. Among the weaknesses, it can be noted that the company has a relatively diversified offer, while the ready-to-wear sector is expected to undergo massive reform. [...]
[...] Thus, iconic figures of chic, such as Cary Grant or Frank Sinatra, were able to inspire him1. This line constitutes his vision that will never be denied and will faithfully inspire future collections. The expansion of the company is characterized by continuous growth. Initially a seller of clothing, the young Ralph Lauren first ventured into the creation and sale of wide ties, referencing the 1930s. He then opens his first store. In 1967, the Ralph Lauren brand is created. He expands the sale to shirts and a few other men's pieces. [...]
[...] The image of America is sometimes tarnished internationally. The war in Ukraine forced the brand to leave Russia. In China, it is not possible to freely assert the American dream and therefore its supposed superiority. The brand will certainly have to question its positioning in the coming years, as its creator may disappear. He has, however, two sons who work alongside him. The second strategic option concerns its ecological impact and changes in consumption. The brand has already been implicated in ecological scandals5. [...]
[...] Ralph Lauren decides to make it the logo of his brand. Ralph Lauren Polos become one of the iconic pieces of the brand2. In 1972, they were declined in 24 colors. Two years later, the brand gained notoriety by dressing the actors of the film Gatsby the Magnificent (1974), and the main actress of Annie Hall (1977). The 1980s will confirm the character of the brand, with the launch of the Polo Sport line. Different iconic models appear, such as the Oxford Col shirt, the Chinos pants, the tweed jackets, the denim and chambray shirts. [...]
[...] The company has also led various philanthropic initiatives. The main direct competitors are the major ready-to-wear groups: Calvin Klein, GAP, Abercrombie & Fitch, H&M. Indirect competition is made up of the second-hand market (Vinted). It is interesting to note that the brand is considered a medium-range brand in the United States, and a higher range in Europe Two strategic options. The first is related to the embodiment of the brand and its marketing positioning. Its charismatic creator, Ralph Lauren, regularly puts himself forward, including with his family, in the press and advertising campaigns. [...]
