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Summary of The Polo Ralph Lauren Story - by M Ajay Jenix
Summary of The Polo Ralph Lauren Story - by M Ajay Jenix
Summary of The Polo Ralph Lauren Story - by M Ajay Jenix
Core identity of Polo Ralph Lauren – good taste, classic elegant, understated
In 1974 Ralph Lauren accessed the market for moderately priced men’s fashion
The new brand provided access not only to a less upscale segment but also to
less upscale retail outlets. Had the Polo brand been stretched, a more severe
Distributed only through premier fashion retailers and through the company’s
own stores, the two new brands enabled Ralph Lauren to span a wide range of
In the fall of 1999, Ralph was renamed RL. The Ralph/RL and Lauren brands
allow Ralph Lauren to participate in lower price points and target new segments
To tie together the contemporary lifestyle lines (Polo Sport and Polo Jeans) and
to differentiate them from the more classic brands, the company created a
The new brands and sub brands not only draw from the existing equities but also
add life and energy to them. There is logic and discipline to the structure; Polo is
the men’s fashion anchor, whereas the designer name Ralph Lauren is the