Ralph Lauren - Premium Lifestyle Products

Ralph Lauren - Premium Lifestyle Products

Introduction

Ralph Lauren began his career as a designer in 1967 with an innovative line of wide ties that represented a revolution in the cravattta and mark the beginning of the Polo brand. The following year saw the introduction of the first men's collection. At a time when attention was focused on individual pieces of the male wardrobe, Ralph Lauren puts all the elements together as part of a broader concept. Two years later, in 1969, Ralph Lauren has revolutionized the structure of retail trade, creating the first store within a store, Bloomingdale's, one of the oldest department stores and more important in New York.

Discussion

Fashion has psychological, social, and cultural dimensions. It is an important link between individual and collective life. One can see the popular culture, political positions, intellectual ideas, and religious and cultural prescriptions expressed in the appearance of an individual. Georg Simmel suggests that fashion is synonymous with modernity, existing in sufficiently democratic societies where there is, through the possibility of class mobility, the danger of absorption and even the obliteration of established hierarchies. Fashion has its roots in the desire to imitate others and to follow socially established guidelines, and the need to differentiate oneself from others—to be an individual. Simmel argues that when these antagonistic principles are mediated by fashion, they exist in a dialectical relationship to one another. Though Simmel acknowledges that a counterinfluence can operate, in his model, the fashion cycle is driven largely by the elite who, when emulated by the lower classes, saw the need to innovate so as to maintain a distinctive appearance. Today these two fundamental principles are still in operation, but with fashion becoming a major global industry, the playing field has expanded to include all types of innovators: brands, designers, celebrities, youth culture, trendsetters drawn from all social realms (from the underclass to the elite), journalists, marketers, forecasters, and consumers themselves (who can be divided into market segments each with different preferences). Indeed, today individuals can use hypermodern fashion to express the multiple individual and collective identities that they switch on and off depending on the context (Weatherly, 2009).

Ralph Lauren began his career 39 years ago in New York by launching her own line of exclusive colorful ties. Since the immediate success by winning the Polo brand, it introduced a dozen brands on the fashion market. In 1971, he launched the series "woman", in 1978 the line "child", then in 1983 the collection "man". Eleven years later, following Purple Label, positioned high-end brand, and finally in 1996, Ralph Lauren Polo Jeans Company creates.

Ralph Lauren: the multinational

He borrowed $ 50 000 to Norman Hilton in 1967, which allowed him to open a shop where he sold ties, including his own label, Polo. Then he bought the name to Hilton and since then, her business has grown into a multinational.

In 1970 Ralph Lauren won the City Award for the creation of an exclusive clothing line for men to ...