Presentation on THE RETAIL MARKETING STRATEGY OF RALPH LAUREN

1. PRESENTATION ON
THE RETAIL MARKETING STRATEGY
OF RALPH LAUREN

2. Submitted to,
Md. Sadiqur Rahman
Lecturer
Uttara University
Dept. of FDT.
Submitted by,
Md.Habibur Rahman
Id:2222401057
Batch:30th

3. CONTENTS
• THE STORY OF RALPH LAUREN
• RALPH LAUREN MISSION, VISION & VALUES STATEMENT ANALYSIS
• KEY VISUAL MARKETING FACTORS OF RALPH LAUREN
• KEY MARKETING STRATEGIES OF RALPH LAUREN
• SWOT ANALYSIS OF THE RETAIL MARKETING STRATEGY OF RALPH LAUREN
• REMARKS

4. ABOUT RALPH LAUREN
 Born as ralph lifshitz on october 14, 1939 in the bronx,
NY
 He grew up in a middle class jewish family with 3
brothers.
 At age 12 he started purchasing expensive suits with the
money he earned at his after school job. He knew he
could by his clothes cheaper but he made it a point to
look stylish in his expensive threads.
 At age 16, ralph's brother jerry changed their last name
from lifshitz to lauren.
 He was a student by day and worked as a salesman at
two glove companies by night.
 He went to baruch college of the city university of new
york, and dropped out after 2 years and short of receiving
his business degree.
 Lauren served in the united states army from 1962-1964,
and married ricky low-beer after his army days an now
has 3 children.

5. HOW POLO CAME TO BE
• Lauren then began working with a tie manufacturer named A. Rivetz & co. Here began designing wide ties,
and this started his first entrepreneurial career.
• With his tie designs and a $50,000 loan, lauren founded the company polo fashions in 1968.
• He and his brother chose the name polo because of the power, style and intrigue that the brand has always
been associated with.
• In the late 60's bloomingdale's insisted lauren remove his name from the ties' label, and make his ties
narrower. He refused to sell to the department store under such circumstances and soon the retailer came
back crawling to lauren and his ties under his terms because they saw how popular his ties were.
• The women's line was launched in 1971 and ten years later the company went international with its first
store in london. Polo sport was introduced in 1993.
• In the mid-nineties, polo ralph lauren became a public company, traded on the new York stock exchange.

6. MISSION, VISION & VALUES
• VISION
RALPH LAUREN’S VISION STATEMENT IS “TO INSPIRE THE DREAM OF A BETTER LIFE THROUGH AUTHENTICITY
AND TIMELESS STYLE.”
• MISSION
RALPH LAUREN'S MISSION STATEMENT IS “TO OFFER, ALONG WITH OUR LICENSING ALLIANCES, BROAD
LIFESTYLE PRODUCT COLLECTIONS WITH A UNIFIED VISION.”
• CORE VALUES
RALPH LAUREN IS GUIDED BY THREE CORE PRINCIPLES OF “CONSUMER AT THE CENTER, ELEVATE AND
ENERGIZE THE BRAND, AND BALANCE AND PRODUCTIVITY.”

7. KEY VISUAL MARKETING FACTORS OF RALPH
LAUREN
• IMPORTANT ASPECTS
• CREATING A DISPLAY –
• COLOR
• LIGHTING
• SPACE
• PRODUCT INFORMATION RALPH LAUREN SENSORY INPUTS AS WELL AS
TECHNOLOGIES SUCH AS - DIGITAL DISPLAY INTERACTIVE INSTALLATIONS

8. BUSINESS MODEL

9. POSITIONING OF RALPH LAUREN
Store location
The location of a retail store occupies an important place in retail strategy.
It not only conveys the image of the store, but also influences
the product mix and the interior layout of the store.
While the product mix can be changed and prices can be adjusted,
it is difficult to change the decision on store location.

10. KEY MARKETING STRATEGIES OF MARKS &
SPENCER
MARKETING MIX
PRODUCT
 THE COMPANY’S STRENGTH THROUGHOUT THE HISTORY HAS BEEN THE QUALITY OF
ITS GOODS, AND DESPITE ALL THE PROBLEMS PEOPLE STILL ASSOCIATE THE RALPH
LAUREN BRAND WITH QUALITY.
 AS 87% OF CUSTOMERS VALUE THE QUALITY OF CLOTHING AS IMPORTANT
 ITS ALL ABOUT THE FABRIC RALPH LAUREN'S FAVORITE FABRIC TO USE IS NATURAL
FIBER

11. CLOTHS

12. WATCHES

13. PERFUMES

14. BEDDING & FURNITURE

15. PROMOTION
ADVERTISING AND BRANDING
 PUBLIC RELATIONS
 DIRECT AND ONLINE MARKETING
 SALES PROMOTION

16. PRICE
• Ralph Lauren follows competitive pricing strategy in its marketing mix for its product portfolio
• The company also follows a dynamic pricing strategy as during seasonal time it offers more discount
on products to get more customers and generally the old stock is put for sale at a lesser price as
compared to newly arrived stock.

17. PLACE
• RALPH LAUREN IS AIMING FOR A MULTI-CHANNEL APPROACH IN ITS
DISTRIBUTION STRATEGY.
• STORES – PRODUCTS ARE SOLD THROUGH 495 STORES ACROSS US IN DIVERSE
LOCATIONS ACROSS HIGH STREETS AND OUT OF TOWN RETAIL PARKS ALL OVER
THE WORLD.

18. POLO RALPH LAUREN TODAY
 The firm operates about 375 retail and outlet stores in the US
and licenses more than 100 others worldwide.
 Polo prefers licensing over manufacturing; it oversees many
licensees as well as more than 350 contract manufacturers
worldwide.
 Today the company is worth 6.2 billion and employees
16,000

20. SWOT ANALYSIS

21. STRENGTHS
Global brand
 According to an estimate, Ralph Lauren have more than 1463 location points in asia, europe, and the middle east, and out of which
1035 stores are in the US.
Market value
 According to forbes, the market capitalization of marks and spencer in 2022 was 6.2 billion dollars.
Experience
 Ralph Lauren have been in the retail industry for a roundabout in 85 years.
Designer’s products
 Ralph Lauren bring the product of famous designers like indigo collection, blue harbour, portfolio, big & tall, per una, collezione,
limited collection, autograph, and north coast at its stores to attract the attention of customers.

22. WEEKNESS
Declining sales
 According to a report by wood 2019, the sale in some of the stores of Ralph Lauren was declining by the end
of 2019. It was because of the poor supply chain system and the non-availability of products.
Increasing cost
 Ralph Lauren execute many of their operations manually. It takes a lot of time and requires a great number
of people to finish. As a result, it increases the cost
PERCEPTION
 Many young people perceive marks and spencer as a retail brand for elderly people. It’s because the
company provides a limited clothes range to the teenagers and young ones !

23. OPPORTUNITY
International expansion
 Ralph Lauren has already reached some of the biggest countries in the world e.G. Russia, india, & indonesia.
However, exploring expansion opportunities in other big economies (e.G. Brazil & poland) is worth the effort.
Online opportunities
 Ralph Lauren’s online presence is good. However, it is falling behind other big retailers in the US. There are some
good online growth opportunities which it should pursue.
Market segmentation
 If we look at the policy of Ralph Lauren, then it follows the same principle of opening up mega stores everywhere.
If the company follows the customer segmentation policy of offering the products based on the needs of customers.

24. THREAT
High competition
The retail market in the US and across the world is getting very competitive. Some of the
main competitors of Ralph Lauren are amazon, tesco, john lewis, ASDA, debenhams,
Sainsbury, sports direct, morrison's, gap, and next.
Fines and other challenges
Ralph Lauren was fined millions of pounds over several issues in the past. Therefore, it
needs to ensure that it is abiding by rules and regulations appropriately. Similarly, more
lockdowns and other disasters may also affect it

25. THANK YOU