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The Luxury Polo: The Marketing Strategy And Strategy Of Ralph Lauren

1187 Words5 Pages

The luxury push which encompasses new stores in Asia and other expensive accessories by Ralph Lauren as it takes a delicate recalibration towards a more prestigious brand in the luxury products market while it tries to distance its image from the more affordable polo brand which has been its most iconic for many years. The company now aims at making a clear distinction between the Polo name and Ralph Lauren. With Polo mesh shirts starting at $ 85 and the suits at $ 995 which compares with a Savile Row inspired Purple Label line which starts at $ 4,695 for a suit under the Ralph Lauren flag ship name.
Ralph Lauren founded his company in 1967 starting with a line of neckties under the brand name of Polo, growing over the years in the entire market segment from men’s, women’s, children’s and home furnishes with 20 brands at different price ranges selling to retailers worldwide as well as in Ralph Lauren own stores. Through advertising, an affluent and tasteful lifestyle was established from the sophisticated look, Ivy League Staples inspired from the American West Old Hollywood and Safari designs as well were all incorporated in their products. Now the brand is focused on not only been known for making its name in clothing but for Luxury products as well. This transformation started in 2005 with the Ricky Bag followed by control over the production of shoes in house as opposed to licensing other companies to

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