Experience Multiple Brands -- Analysis Of Ralph Lauren'S Marketing Strategy

Ralph Lauren group started its tie in 1976. After that, thousands of products such as men's wear, women's wear, baby clothes, children's wear, sportswear and leather goods, bags, hats, socks, glasses, ornaments, household articles and so on were produced.

At present, the group has developed to have 11 different women's clothing brands and 6 men's clothing, children's wear and household goods brand, with annual sales of tens of billions of fashion empire.

Ralph Lauren is still the CEO and chairman of the company, holding 90% of the company's voting rights.

Now, Lauren's stores are located in 30 continents and five continents.

Ralph Lauren is the creator of image and dream, and the most successful salesperson of lifestyle.

Here, let's talk about its most typical experience marketing and multi brand management strategy.

Experience marketing methods emerge in endlessly

The biggest wealth Ralph Lauren brings to the fashion industry is that he pioneered a marketing method of promoting lifestyle in the clothing industry.

He himself said, "we have created a world and invited people to join our dreams. We are innovators of lifestyle. We encourage consumers to join our lifestyle by telling stories and creating a store atmosphere."

1, experience of shop environment chapter

Ralph Lauren creatively promoted sales products as a way of life.

Although in 1963, William Eliezer put forward the marketing theory known as the "lifestyle" by the industry. However, this theory was successfully applied by the business world by Ralph Lauren.

In 1970, Lauren persuaded Blumin Dale (BIoorningclale 's) to tie his ties, suits, shirts and raincoats together in his special counter sales.

He used the mahogany and the Yellow ornaments to decorate the counter like a gentlemen's club.

Once you enter the Polo lifestyle, consumers are not just buying shirts, they are walking around and shopping together.

Later, Ralph Lauren brought crutches, antiques, alligator leather suitcases and other beautiful props to the counter. The whole scene seemed to be like the living conditions of the rich in the upper class, and the brand slowly became a symbol of status, wealth and privilege.

200 dollars, a beautiful hair knitwear on fairway Island, or a $7000 mahogany cabinet. Polo looks like a magnificent product of noble members, celebrities and privileged classes.

Now all of Ralph Lauren's shops and display are carefully designed to make people look like families, study rooms or living rooms in the upper reaches of England.

This shopping environment stimulates consumers who admire and admire this way of life, and also brings a sense of belonging and superiority to the nobility members, celebrities and privileged classes. It also attracts consumers from other countries who admire and aspire to the American upper class life.

2, advertising appeals for experience

Ralph Lauren's advertising appeal is also unique and can bring rich associations to consumers and inspire their beautiful imagination.

The 20 page advertisement page in Vatllty Fair, W and New York fashion magazines is like a group of attractive movie scenes. In the magnificent manor, the warm flames are burning in the fireplace. Several elegant gentlemen and beautiful ladies are all dressed elegantly, and the picture of life is fantastic and yearning for envy.

Polo displays its clothing, accessories and furniture with a continuous set of pictures.

When Lauren shows products to consumers, he not only takes into account the clothing characteristics of consumers, but also takes into account the background and lifestyle of consumers.

Ralph Lauren himself will use his own image to show himself as a model.

For example, in the ads of senior men's purple, the successful men's image is displayed.

Lauren's advertisement appeals to arouse consumers' beautiful imagination and emotion, so that consumers can experience a beautiful emotional experience.

Now he is putting advertisements on VogtJe, LN Style, Harpers Bazaa R and other fashion magazines, and every category of products including men's wear, women's wear, household products, perfume, glasses and children's clothing will appear in the advertising picture.

3, online customization of experience

Polo. com brings consumers a different and unprecedented experience.

When you walk into the Internet world of polo, you can design your favorite clothes and household articles yourself.

It is an exciting thing for consumers to put on their own designs and use their own home products, and the design process itself is unforgettable.

Consumers can also learn how to dress and live in polo online magazines and RL TV, and understand fashion information.

Of course, you can also buy Ralph Lauren's different brands and products directly on the website and enjoy the services provided by the company.

The convenience and speed of the company network enables you to experience Polo's American lifestyle anytime and anywhere.

4, experience of terminal services

Whether Ralph Lauren can best reflect the experience marketing strategy or the experience brought by service to consumers?

Lauren stores provide many special services, salesmen and shopping guide ladies are warm and thoughtful, familiar with the company's products, and can provide personalized service according to their own needs.

The following are some services provided by the company.

* personal dress Consultant: salesperson of the company has the ability to act as a personal dress consultant for the consumer. He can suggest clothes and accessories that suit you for personal characteristics.

Once new products are available, they can help consumers select the products they need before they are listed.

Consumers can choose their shopping hours according to their own time.

Company salesmen can customize their customers in their homes or offices according to the requirements of consumers.

Store services provide snacks and refreshments to consumers in order to give consumers a free and happy shopping.

Salespersons are also willing to provide customers with special services other than shopping, such as booking hotels and salons.

The aim of the company is to provide personalized service according to the needs of every consumer.

Pet service: Polo Ralph Lauren retail store is friendly to pets. Stores can provide clothes for consumers' pets: they can also take pets out for walks when consumers choose to buy them.

Delivery service: after shopping at Polo Ralph Lauren store, consumers are inconvenient to carry, and stores can be delivered to consumers' homes or hotels within the same day.

But consumers need to know the constraints of this service.

Professionally customize and modify services: whether they are new clothes or previous Ralph Lauren classic dress modifications, make sure that each garment fits well.

Each store can customize and modify clothing according to the time schedule of consumers.

Supply service: if you need a supply service after purchase, such as socks and T-shirts, consumers can request such services, and the salesperson is willing to provide any products for the company to consumers.

Children's clothing consultant service salesperson can provide consumer children's Wearable service, and can also provide summer camp clothing.

If necessary, you can stitch the names of consumers' children on various products.

This personalized and humanized omni-directional service will not only make consumers experience the true God like courtesy of customers, but also experience the privileges, free shopping and fine service of Polo customers.

Does this marketing strategy belong to the experiential marketing mode? It plays a decisive role in the growth and growth of the company.

The European fashion industry does not recognize Lauren's design talent, even though Lauren himself thinks he is not a fashion designer, but the fashion industry consistently admired his marketing talent, and the business world is now rolling up a "lifestyle" Marketing craze.

Multi brand management mode of growing flowers and trees

With the increasing competition pressure, the multi brand management mode emerges.

Ralph Lauren is one of the typical models of brand management.

Lauren founded the Polo brand in 1967. The first commodity sold in BRUNELL is marked with Polo by LaIph Lauren.

At that time, Polo was a sport often performed by the aristocracy, and its positioning was also a high class crowd of upper class.

As the middle class increased in 1974, the company wanted to expand the market space longitudinally, extend the market to the middle class, and introduce chaps brand into the medium price men's wear market, which was only sold in department stores.

In 80s, the brand of Ralph Lauren extended vertically to the high level women's clothing market, and launched the Collection brand to promise its customers the latest high-quality fashion.

At the same time, the clothing design of similar brands Collection classics is more conservative, aiming at a broader group of top customers.

In 90s, Ralph and Lauren were introduced into two low priced women's clothing brands respectively.

The "Lauren" brand is sold in department stores instead of high quality boutiques and exclusive stores, aiming at women who are not very keen on collection brand.

The "Ralph" brand's target customers are fashionable women with fashionable tastes.

Ralph was more in 1999.

It is called RL.

In the same year, the RL * Polo professional sports series was developed, consisting of functional sportswear and outdoor wear, and sold in sportswear stores.

These two brands enable companies to compete at lower prices and further expand the market space.

Also in 90s, the PurpIeIa bel senior men's wear brand was launched.

One of Ralph Lauren's new policies in 90s was to extend Polo to several areas that are more modern in terms of young people's goals, such as Polo golf, Polo SporI, Polo and Jearls Co.

Blac was later introduced.

K Label and Pink Porly brand launched for breast cancer campaign.

In 2002, BitJe Label collection was launched to catch up with fashionable, fashionable and sexy women.

In 2004, the brand Rugby was launched. The target customers are young people aged 16 to 25 yearning for the upper class.

The following is a picture showing the brand management structure of Ralph and Lauren (take men's clothing as an example).

However, this diversified brand strategy is also easy for consumers to confuse and confuse the relationship and positioning among brands, and easily distract the resources of the company.

Therefore, when adopting this brand management mode, it is necessary to coordinate the location and role of each brand, so as to make these brands operate as a whole and achieve the purpose of coordination and balance.

It can't be like the traditional brand management.

We need to maintain the image of the parent brand, identify the source of the main profits and the main flow of company resources.

His future with joy and sorrow

The American way of life has made Ralph Lauren, but Ralph Lauren has achieved Tommy Hilfger.

In 1985, Brand Company's Tommy Hilfger was founded to imitate Ralph Lauren's design and employ Lauren's staff to operate (Lauren's important business partner.

Joel Horowitz was dug to the company as CEO, and the company developed rapidly.

Tommy, who is full of ambition, is catching up with Lauren.

Not only is marketing and market expansion aggressive enough to catch up with Lauren, but he has more than five years of stock market capitalization in the New York stock exchange over Lauren.

Uncle Tommy's stock market price was $70 per share in 1998, two times that of Lauren stock.

Under the pressure of competition, Lauren's Polo brand began to depreciate, and due to the over expansion of product types, it was impossible to strictly monitor the quality of various products, resulting in a large number of crude products to the market.

It is also an undeniable fact that P0106 has been reduced to two brands through luxury brands.