Decade 70’s and Marketing strategy

of Ralph Lauren

Submitted to:
Ms. Susmita Das Pal
National Institute of Fashion Technology – Mumbai

Submitted by
Ashish Singh | Bhavik Gandhi |Kanika Jain
Namrata Momaya |Poorna Doshi | Shabri Wable
 1970s Art- Neo-expressionism

• Neo-expressionism - Neo-expressionists returned to portraying

recognizable objects, such as the human body (although sometimes
in a virtually abstract manner), in a rough and violently emotional
way using vivid colours and banal colour harmonies.
 1970s- Fabric Art & Graphic Art
• Use of Vivid and bright colours
1970s- Advertisements
1970s- Magazines
 1970s- Photography
People Centric Photography
 World Trends
• the Arab-Israeli war of 1973
• oil shock of 1973
• Bretton Woods system of international
economic stabilisation
• effect of the contraceptive pill on social
dynamics
• increasingly flexible and varied gender roles
for women in industrialised societies
 Economy
• Great Depression
• Vietnam war
• Stagflation
• Oil crisis
 Social
• Environmentalism - April 22, 1970, the United
States celebrated its first Earth Day
• Feminism - Equal Rights Amendment
• Civil rights - the African American Civil Rights
Movement had achieved its main goals
 Fashion
• Disco
• Punk
• Hippie
 FASHION
• Loose ruffled dresses
• Bell-bottoms
• Platform shoes
• Swirling and dizzying patterns
• Loud colors
• Vests
 1970’s
• Disco Style (lame’
fabrics, leopard prints,
jumpsuits)
• Punk Fashion (Doc
Marten shoes, safety
pins, chains, frayed
clothing)
• Feminist Movement
(Women wearing
pantsuits)
 Polo Ralph Lauren – The American
Designer
• Ralph started his fashion sense at the age of
12
• 1967 Ralph went into a business of his own.
• 1st men’s line came out in 1968
• 1st women’s line came out in 1971
 External Environment
• Anti establishment, Anti War – Hippies
• Work hard and Party hard - Saturday Night
Fewer – Disco
• Punk
• Ethnic Influences – Celebration of ethnic race
• Anti fashion movement
 Fashion Movement

• Trickle Up Theory
It is clear from the major cultural influences
and major events that the movement of
fashion was from the street fashion to upper
society.
 Decade for Ralph Lauren

• 1970
“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
fashion.”

Ralph Lauren wins his first Coty Award for

Menswear. (The Coty Awards became the Council
of Fashion Designers of America/CFDA Awards.)
 1971
• The 1970s open with the introduction of Ralph
Lauren womenswear.
• Lauren creates a daring line of men’s tailored
shirts for women—reinventing a classic men’s
look for women’s style.
 1972
• Polo’s original mesh shirt with the polo
player logo is introduced in 24 colors
 1974
• The legendary pink suit that Lauren designs
for Gatsby epitomizes 1920s style—and its
popularity led to a major revival of Ralph
Lauren’s designs inspired by that time period.
 1975
• Ralph Lauren wins the American Fashion
Award
 1977
• Ralph Lauren enters the Coty Hall of Fame for
Womenswear
 STP for Ralph Lauren

• Segment - Ralph Lauren brand launched in

1969, it would be appropriate to cover
American Market and then later to cover the
world
• Target - The target for the Ralph Lauren would
be the Middle Class and Upper segment
• Position - Ralph Lauren will be positioned as
the Brands for the Youth’s of America
 Marketing Mix
• Product
Shirts, Classic Polo, Shirt, Casual Shirts,
Trouser, Jeans, Chambray, Chinos, Tweed,
Suits, Oxfords, Accessories, Fragrances

Women Wear - rugged shearling, vests,

rancher’s jackets, prairie skirts, fringed,
buckskin
 Marketing Mix
• Price

Shirt - $18 - $ 55
Jackets - S30 - $ 70
Trouser - $25 - $ 65
Women Wear - $25 - $ 90
 Marketing Mix
• Place
The Polo Ralph Lauren Brand would be
available on exclusive stores
 Marketing Mix
• Promotion

Promotion would be mainly advertisement in

Magazines.
Promotion through movies like “Gatsby”.
Promotion through various awards like “Coty”.
Sales promotion.
Promotions through innovating ideas like starting
first Women wear brand and stores.
Marketing Mix