Marketing: Polo Ralph Lauren Essay

2143 words - 9 pages

One of the most successful clothing brands in the world, Polo Ralph Lauren has built its success around more than just its line of luxurious designer clothes, but the company is one of the top marketing designers also. It was awarded “ Luxury Brand of the Year” in 2010 by the Luxury Daily. A company that was founded by a man named Ralph Lifchitz, better known as Ralph Lauren of the Bronx, New York in 1968. Since the age of 12, Lauren’s had a strong appeal and taste for looking classy. He would spend the money he earned working with his father after school, purchasing expensive suites. In his latter years, while working for a company called A. Rivetz & Co., Lauren began designing wide ties, the beginning of what latter evolved into the giant clothing empire known as Polo Ralph Lauren. The success of his designer ties caught fire quickly, retail giant Bloomingdales was the first company to endorse Ralph Lauren’s ties, but that ended quickly, when Lauren refused to narrow his ties, and stuck to his product line. Lauren’s success in the designer clothes business was unusual for someone who studied business at City College. In 1968, he founded the company Polo Fashions, a company that would later expand its market, and is among one of the top designer brands in the world today.
Polo Ralph Lauren’s key success factors derive from the company’s powerful identity. It is notorious for it preppy American style in the designer world, but it is also luxurious, elegant and thrives to always be a classic. It appeals to a wide range of consumers, even if a person doesn’t wear Polo they are at least familiar with what it is. The way the company markets itself is also a big part of its success. For a company that started out less than 50 years ago, from making just ties to expanding its market to men’s wear, women’s wear, children clothing, home furnishing and even dog clothing, one can conclude it has done a very good job in marketing itself. Today Polo’s target market is the upper middle class around the world.
One of Polo Ralph Lauren’s greatest strengths is its marketing strategy, which the brand actually focuses on heavily. “Creating a luxury brand is one thing, but maintaining its marketing aura across good times and bad, traditional media and new, takes genius and Ralph Lauren,” said Mickey Alam Khan, editor in chief of Luxury Daily, New York. Ralph Lauren’s products range from men, women and children’s suites, sports wear, jeans, shoes, underwear, belts and sunglasses to home bedding, curtains and furniture. The way Lauren designs most of his clothes, does not amend to current in fashion trends, an idea which he denounces when marketing his products, because he wants his consumers to feel as if they’ve purchased something more than just what they wear; “I’m not a fashion person. I’m anti-fashion. I don’t like to be part of that world. It’s too transient. I have never been influenced by it. I’m interested in longevity, timelessness, style- not...

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