Iycee Charles de Gaulle Summary Fashion Marketing Essay

Fashion Marketing Essay

In 1967, Ralph Lauren established the Polo label with an instantly successful line of ties. In direct opposition to the narrow ties and conventional styles of the time, Lauren designs wide, handmade ties, using unexpected, flamboyant, opulent materials. The ties quickly have become a menswear status item. “A tie was the way a man expressed himself. I believed that men were ready for something new and different. They didn’t want to look as if they worked for IBM.

A beautiful tie was an expression of quality, taste, style,” said  Ralph Lauren.He was already interested in promoting a lifestyle with his ties and so he named his line after a sport that embodies a world of discreet elegance and classic style: Polo.Polo Ralph Lauren Corporation is a global leader in the design, marketing and distribution of premium lifestyle products in four categories: apparel, home, accessories and fragrances. For more than 30 years, Polo’s reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. Ralph Lauren created the visionary concept of lifestyle design as well as a distinctive, compelling approach to advertising, reflecting an American perspective uniquely associated with Polo and Ralph Lauren. Having started the company with 26 boxes of ties, Ralph Lauren celebrated the 35th anniversary of a now $10 billion global business that produces designer menswear, womenswear, childrenswear, home collections and fragrances in 2002.

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The media has honored Ralph Lauren with cover stories in Time magazine (international), Town & Country and Architectural Digest; an interview in Oprah magazine by the queen of tv; the Vogue/VH1 Fashion Awards Lifetime Achievement Award, and the GQ Men of the Year Award.Polo Ralph Lauren’s design excellence works in concert with its disciplined business approach. The business segments of Ralph Lauren’s company include wholesale, retail and licensing. The key elements of our strategy are to: Continue to Build and Extend the Brand: Polo Ralph Lauren is one of the world’s premier brands, universally recognized and associated with distinct design, luxury and quality. The wholesale business consists of the design, sourcing, marketing and distribution of Polo’s Collection Brands and Polo Brands. Company’s integrated approach to advertising and marketing uniquely shows the world of Ralph Lauren. Focus on Specialty Retail: Company’s retail strategy starts with product and Ralph Lauren continues to design the best and most sought-after products in the marketplace. Polo Ralph Lauren Corporation continue to increase the amount of exclusive or limited-distribution product in it’s Ralph Lauren stores.

The retail business includes three complementary groups: Polo Ralph Lauren stores, Club Monaco stores and its outlet stores. The 240 stores offer a full line of lifestyle products to a broad range of audiences. Finally, the licensing business consists of Product, International and Home licensing activities and plays a key role in diversifying the company’s product and expanding its lifestyle brand while providing a continuous stream of income. The international licensing partners operate 111 freestanding Polo stores in more than 60 countries around the world. Expand International Presence: International expansion presents a wealth of opportunity for Polo Ralph Lauren. Company’s approach to each world region is specific to its business climate and structure. It’s strong, flexible infrastructure allows company to capitalize on opportunities and grow it’s businesses around the world.

The Ralph Lauren Polo Sport Corporation’s growth strategies are European expansion, Polo Ralph Lauren Stores, Club Monaco, and Ralph Lauren Media. Under the growth initiative of European expansion, the company’s acquisition of its major European licensee, Poloco, S.A.S.

, provides Polo Ralph Lauren with an opportunity to capture the potential in the large and growing European market. Currently, less than half of Polo’s brands are represented in Europe and the company plans to introduce additional brands and increase existing square footage in department and specialty stores in the U.K., Italy, France, Spain and Germany.

In addition to selling its products in major department and specialty stores in Europe, it currently operates Polo Ralph Lauren retail stores in London and Paris. Over the long-term, Polo plans to create an even stronger presence in Europe by opening additional retail stores in major European cities.;