Ralph Lauren Case Study
Karoline R. Steinsnes
Professor Christiansen
MGT 220
2 February 2015
Ralph Lauren Corp.
Mission
Ralph Lauren Corporation was first launched in 1967 by the American fashion designer Ralph Lauren. The fashion house started as a small company that only sold ties for men, but it quickly grew into a big corporation, which now produces men´s, women´s and children clothes, accessories, perfumes and home inventory.
From the beginning, Ralph Lauren´s mission and vision has always been to spark a new light on the American style. This is achieved by making quality products for men, women, and children and for the home, available for the world so they can take part of the American lifestyle through the brands and lines of Ralph Lauren.
Ralph Lauren wanted to bring luxury into the American lifestyle and this was easily captured from early on and still is. Through sophisticated marketing and advertisements campaigns, the desired luxury American lifestyle is highly reflected. It encourages potential costumers to buy products that convey glamour and prestige, as well as timelessness and sophisticated classic pieces that never go out of style.
One year after Lauren founded the company, Lauren decided to launch his first line called Polo Ralph Lauren. This brand primarily included men´s wear, but a women´s line was available one year later. The brands logo of a polo player has become a well-known trademark since it first was introduced in 1969. The brand joined the New York Stock
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