brand study of raulph lauren

1. RALPF LAUREN

2. BRAND – RALPF LAUREN
 Ralph Lauren is an American fashion designer and
business executive, best known for his Polo Ralph
Lauren clothing brand, and a global multi-billion-dollar
enterprise. He has become well known for his
collection of rare automobiles, some of which have
been displayed in museum exhibits. As of September
2012, Forbes estimates his wealth at $6.5 billion dollars,
which makes Ralph Lauren the 162nd richest person in
the world.

4. BRAND IDENTITY
 The outward expression of a brand – including its
name, trademark, communications, and visual
appearance – is brand identity.
 Because the identity is assembled by the brand owner,
it reflects how the owner wants the consumer to
perceive the brand – and by extension the branded
company, organization, product or service.
 This is in contrast to the brand image, which is a
customer's mental picture of a brand. The brand
owner will seek to bridge the gap between the brand
image and the brand identity.

5. BRAND IDENTITY - RALPF LAUREN
 An iconic fashion brand that
embodies timeless style, Ralph
Lauren excels at creating stories
around its merchandise by
using technology and creativity.
 Making its first reappearance in
the top 100 since 2009, Ralph
Lauren’s record brand growth
in the past year can be
attributed to highly innovative
communication patterns and
consistency across all
touchpoints and formats.

6.  At the forefront of the digital movement since the
beginning, the brand saw the digital revolution as an
opportunity to tell a story online when many fashion
retailers saw the internet as a threat to store sales.

8. RALPH LAUREN COLLECTION

9. BRAND HISTORY
 The origins of the RL Corporation lay with launch of men's ties,
Polo Ralph Lauren in 1967. Born in 1939 as Ralph Lifshitz (he
later became known as Ralph Lauren) in The Bronx, New York,
to Ashkenazi Jewish parents from Eastern Europe (Belarus),
Ralph Lauren pursued a career in menswear and had gained
background working for Datrian Riser.
 He received a US$50,000 loan to realize his vision for men's ties.
By 1969, he had a boutique store within the Manhattan
department store Bloomingdale's. Around that same time, he
released a line of suits for women that were tailored in a classic
men's style; and this was when the first Polo emblem was seen.
 The logo was on the cuff of the women's suit. In 1971, Polo Ralph
Lauren launched its first women's collection of apparel and the
first stand-alone store was opened in Beverly Hills, California.

10.  The company entered the European market, and went
international, in 1981 with the opening of a store on New
Bond Street in the West End of London, England.
 The Polo Sport line was introduced in 1993. In 1997, the
company went public on the New York Stock Exchange. By
now, the company was structured to operate as an umbrella
for its brands and other ventures and would be named the
Ralph Lauren Corporation by the early-21st century. It was
originally named Polo Ralph Lauren Corporation, but in
subsequent years the Polo in the name was dropped to
reflect the company's presence in other concepts beyond
the Polo line. The original Polo line remained as the
flagship brand of the company.