Polo, Ralph Lauren'S Famous Song

He never denied his lack of formal training, but he believed that the trick of his success was to be able to help with skilled designers, tailors and other technical personnel.

In April 1967, Ralph Lauren, a Jewish whitewashed and Jewish housewife who grew up in the Bronco District of New York, was officially established as an innovative and strong confidant in April 1967.

The head of a new Department of the company.

For most of the upper class members of the United States, "WASP" - the ancestral Anglo Saxon white Protestant - the yearning for identity became the driving force for Ralph Lauren to settle down by commercial empire, while the new position in Beau Brummel has opened the prelude to production and marketing of his original clothing products.

Rise

A year after joining Beau Brummel, Ralph's efforts to win the battle were finally rewarded.

He has designed a tie known for his "width", and the order quantity is increasing day by day.

In April 1968, when he accepted the daily news reporter's interview, he pointed out a bigger goal: "my long-term plan is to design all kinds of men's clothing, not just one of them.

"

Ralph Lauren's talent and pursuit attracted some famous manufacturers. Norman Hilton, a man's suit maker, took the initiative to contact him.

Hilton's suit has always been sold in high-end stores such as Saks Fifth Avenue and Jondan Marsh. He has a keen insight into the fashion trend of men's clothing. In the latest fashion trend, Ralph Lauren's design has attracted his attention. Hilton realizes that this is the partner he wishes to seek.

Hilton proposed to make the young man

Join his company to design matching tie for his suit and make his product have the overall image.

This is no doubt a good thing for young people like Ralph Lauren who are involved in the clothing industry.

You know, Hilton is a big company with a very strong position. It will benefit a lot if he has the opportunity to work there.

However, Ralph Lauren rejected the invitation. His goal is to establish his own company.

At that time, Ralph Lauren was planning to establish a complete menswear production line, including ties and suits.

Casual wear, overcoats and other clothing items -- this is a magnificent plan.

As he told the daily news reporter, his goal is to occupy the whole field of men's wear.

Ralph Lauren expressed his intention to cooperate with Hilton on this occasion.

This is the turn of Hilton's refusal.

Within a few months, however, they came together and reached an agreement that they would jointly build Joint Stock Company, where Hilton was in charge of suit production while Ralph Lauren was designing and producing other men's clothing that he had been looking forward to developing.

After deciding to separate his department from Beau Brummel, Ralph Lauren quickly reached an agreement with the company that he still had the right to use the Polo brand and trademark created by him when he joined the company.

After that, he moved the Polo office to the west of the 5 Street Fifth Avenue in Manhattan center. Even so, Ralph Lauren still did not want to set up the company in the famous "clothing area" building at that time, "because in that case, you are just a member of many businesses".

For him, the most important thing is to set up a distinctive image of his company and its product brand.

From then on, the Polo brand began to regenerate.

towards

extend

In 1970, shortly after his cooperation with Leo Lodge, who was able to explain his ideas with his new partner, Ralph Lauren won an important --Coty award. This greatly enhanced his popularity in the fashion industry, and made Polo's men's clothing more independent and created the so-called "designer shop" in the Bloomingdale of men's clothing store.

In the meantime, Ralph Lauren claims that in order to fully demonstrate the quality of its products is more perfect than foreign similar products, it is necessary to match all products including suits, trousers and sportswear.

Such as belts, bags and so on, are all displayed in special stores.

He did not want a counter to sell neckties, and another to sell shirts. He wanted to leave a whole image to the customers -- a complete set of costumes carefully designed by the designer.

His reason is: if a man wants to buy a Ralph Lauren suit for daytime activities, he should have a tie and shirt with the corresponding design level and workmanship quality, so that the coat can be made.

After a week's work, the customer is bound to change his Polo sportswear home for the weekend.

So Ralph Lauren has to make sure that his customers are very convenient to purchase a series of matching products in the same store location.

Shortly after Ralph Lauren opened his store in Bloomingdale, he adopted a new proposal to open the store to Rodeo Drive--, a luxury store in Jerry Magnin, Calif., on the same street, there are several other businesses that sell the most expensive goods in the world.

During this time, Ralph Lauren made an influence on him.

The decision.

Before and after the opening of Rodeo Drive shop, Ralph Lauren has been persuaded to set foot in women's clothing design.

At first, Ralph Lauren thought he was only a success in the men's wear industry, but he did not want to interfere in women's clothing.

Although there were quite a few designers from men's wear to men's wear at the time, such as Bill Blaise (Bill Blass), the opposite case had never happened, and no one was sure whether it would succeed. In the eyes of some designers, I'm afraid that no woman who buys women's clothing will have the pleasure of buying a woman's dress designed by a man's wear designer.

But later, Ralph Lauren adopted these suggestions, and again proved his excellent talent in fashion design with facts.

The women's shirts he designs are similar to men's shirts in tailoring, but the difference lies in the use of different fabrics, such as high quality cotton, linen and silk fabrics.

And the "Polo fashion" trademark of the shirt has been replaced by a new trademark, "Ralph Lauren's Polo", which he thinks will be more cater for the psychology of the female customers and more personalized.

The new dress shows the graceful grace of women dressed in Ralph Lauren fashion, which represents a fashion.

And Ralph Lauren dedicated to women.

Another personalization symbol is to sew the Polo logo of the symbol company on the sleeve of the shirt.

It is just an inconspicuous detail, but this one inch logo has gradually become a brilliant innovation widely recognized by the market.

After the successful sale of the first batch of women's coats in Bloomingdale,

It is required to sell Polo new products first, and open another Ralph Lauren store to sell men's shirt.

The success of women's shirts promoted Ralph Lauren's rapid entry into the design and development of other categories of women's fashion. His first women's fashion series was released in 1971.

According to the company's own concept, these series of women's clothing should display a lively, independent and confident style.

Ralph Lauren believes that many women are more willing to accept clothing tailored to men's clothing and only need a little change to fit the female body.

The company has made great progress in the field of women's wear, and has also realized the great difference between men's and women's clothing: Women's clothing styles change much faster and are more responsive than men's to seasonal changes.

As a result, the new women's clothing every year should meet the needs of spring, summer, autumn, winter and holiday in different seasons and different periods.

Capturing the new trend of clothing design and production in different periods is a very important link. As for design sketches, planning clothing styles, selecting fabrics and so on, they are only a small part of the whole design process.

After successfully solving the problem of production and layout, Ralph Lauren's company expanded rapidly to the larger demand for women's clothing market.

"I am not a designer."

In 1975, Polo's business was booming, and shipping products, paying debts and collecting money on time were on track.

Not only that, Ralph Lauren also sold concessions to Japan.

The company extended the market of Polo ties to Japan.

Over the next few years, Polo has signed licensing agreements with manufacturers of different industries, including shoes, fur coats, lingerie, scarves, Japanese men's wear, spectacle frames, and even jewelry enrolling companies in Fifth Avenue. By 1976, sales of Polo had been close to $18 million, including all special products.

Since 1978, he has stepped into the field of children's wear, first of all boys' clothing, and then began the design of children's wear after 1981.

80s was the period when Ralph Lauren was fully successful, and he launched several fashion trends.

The fashionable women's fashion series he designed in 1979 fully embodies the western customs: leather jacket with fringed lace, slender skirt of North American style, cowboy long leather boots, bright and smooth denim shirt, styson's big hat, and shiny.

Wait.

The five shopping malls in New York have bought the dress designed by Ralph Lauren. The western style suit called "fashionable dress" by the exclaimed critics has attracted great allure to American women, so that many designers in the super metropolis of New York have followed suit.

Ralph Lauren created his own brand empire.

At present, there are more than 110 thousand kinds of products labeled Polo or Ralph Lauren, including men's wear, women's wear, children's wear and clothing, perfume, furniture and household goods.

In every product with these trademarks, Ralph Lauren poured his heart into it. He said, "I have to do this. I am not a supervisor. It is not just for myself."

"

However, although Ralph Lauren is one of the most outstanding designers in the American fashion industry, he is still under constant attack by some people.

They thought Ralph Lauren was not the perfect designer because he didn't go through the rigorous training of regular schools as most designers did, nor did he have the conventional experience of apprenticeship in the design department.

That is to say, he has never been able to learn as well as other designers.

A series of basic garment making skills, such as tailoring and sewing.

It is puzzling how Ralph Lauren got on the road of self-study and self-learning. Some people think that he is just a geek, just copying others' achievements or changing slightly to adapt to the changes of the tide.

Ralph Lauren himself never denied that he lacked formal training, but he did not think it was a defect in his own fashion business. In his view, the secret of his success lies in being able to help with the help of skilled designers, tailors and other technical personnel, but in any case, the core of costume design and creativity must be rooted in his own inspiration and keen insight to the future trend of fashion development.

The vast empire of brands.

As early as 1992, he was awarded the lifetime achievement award of the American designers association. However, he did not consider himself a fashion designer, but a "person with a sense of the times". His work was just a concept of the conscious world that existed in his mind for a long time.

Indeed, Ralph Lauren has its unique characteristics in marketing and improving the popularity of products. He has spared no effort to reform the original business mode of large shopping malls. Therefore, Polo and Ralph Lauren trademarks have always enjoyed the reputation of high quality, high quality and high reputation in the eyes of customers.