FASHION MARKETING Fashion Marketing





Fashion Marketing

Introduction

The group of companies Polo Ralph Lauren is one of the world's leading holding companies in the field of fashion and design. More than a dozen companies included in the Corporation. Polo Ralph Lauren develops, manufactures and sells fashionable and stylish products, including clothing, accessories, home decor items and fragrances. These products are sold under the following brands: Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren, Black Label, Blue Label, Lauren by Ralph Lauren, Polo Jeans Co., RRL, RLX, Rugby, RL Children wear, Chaps and Club Monaco. For more than 40 years, the name Polo has been continuing to win more and more new fans around the world. The name of the designer Ralph Lauren is almost on everyone's lips, but few people know his real name, Ralph Lifshitz. However, until recently, he himself was unaware of the originality of his own ancestry. Nobody had no idea of the romantic stories, the hero of which, an ordinary kid, grew up in a Jewish ghetto in the Bronx, from wearing a yarmulke as a yeshiva student, becoming a legislator in the fashion style, which he calls "the American view of Europe 1930".

SWOT Analysis

Polo Ralph Lauren's (PRL or "the company") product portfolio consists of a strong brand line. The company's brand names include Polo, Polo by Ralph Lauren, Ralph Lauren Purple Label, Polo Sport, Ralph Lauren, Blue Label, Lauren, Polo Jeans, RL, Chaps and Club Monaco. This gives the company a competitive edge and a stronghold within the industry. However, the sluggish consumer spending could adversely affect the sales of the company.

Strengths

Strong portfolio of global luxury lifestyle Brands.

Wide spread distribution channel Dedicated design staff.

Weakness

Falling stream of revenue from the

wholesale and licensing segment

Concentration of players in the licensing Division.

Heavy dependence on third party for the procurement of goods.

Opportunities

Inorganic growth by the means of

E-retail, leading the way to increased sales Enhancing revenue and control by means

of increasing the number of company owned

retail outlets

Threats

Slowing discretionary spending

acquisitions Intense competition

Rising labor cost



Strengths

Strong portfolio of global luxury lifestyle brands

Over the years, PRL has grown from being a mono-brand US centric menswear wholesaler to designer, manufacturer and wholesaler of global luxury lifestyle brands for men, women and children. Some of its most celebrated brands include Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Women's Collection, Black Label, Blue Label, Lauren by Ralph Laure among others. The success of its brands can also be judged by the fact that in 2008, PRL was designated the official outfitter of the 2008 US Olympic and Paralympic Teams by the United States Olympic Committee and in July 2009 it was awarded with the first-ever Council of Fashion Designers of America Popular Vote Award. In the same month, PRL was awarded the contract to design the opening ceremony and closing ceremony parade outfits for the US Teams for both, 2010 Olympic and Paralympic Winter Games in Vancouver and the 2012 Olympic and Paralympic Games in ...