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Ralph Lauren
Case Study
Natalie Jeszke, Kasey Mitchell, Indira
Washington, Tana Vaughn
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Ralph Lauren Collection

Brand Description: This brand holds
the highest level of chic and feminine
glamour, incorporating timeless
luxury and elegance. All of the pieces
are made from the finest quality
materials with unmatched designs by
any other brand.

Price Zone: Luxury / Designer.
Items in this collection are
mainly priced $600-$4000 with
the exception of some dresses
and purses reaching up to
$10,000 or even $30,000.
Target Customer:
Middle aged women of
the upper class range
searching for luxurious
and timeless staple
apparel and accessory
pieces.
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Ralph Lauren Purple Label

Brand Description: Ralph Lauren Purple
Label is the ultimate expression of
luxury for the modern gentleman. It is
sophisticated sportswear made from
the world’s finest fabrics as well as with
made-to-measure fittings and
meticulous attention to detail.

Target Customer:
Price Zone: Premium Luxury /
Designer. The majority of Very Affluent Male
items in this collection are
Customers.
between $200-$600 with suiting
pieces ranging from
$3,000-$6,000.
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“RRL” or Double RL (Ralph and Ricky
Lauren’s)
Brand Description: This brand finds its roots in
workwear and military gear offering everything
from denim, vintage, and sportswear. The
garments take on western appearance with
aztec details, plaids, corduroy, and leathers. It is
available online and in 9 different store
locations (in California, New York, London, Paris,
and Tokyo).

Price Zone: Moderate Luxury, Target Customer:A

the core price zone is
$100-$400 with some
accessories like boots and
bags creeping towards $1,000.
fashion forward
American style who is not
afraid of a little edge.
They are more affluent
and like bold style with
quality pieces.
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Polo Ralph Lauren
Brand Description: This brand offers women,
men, and children polo apparel and
accessories. For men, the clothing combines Ivy
League Classics and English haberdashery to
provide all-American looks in sportswear and
tailored clothing. For women, the apparel
represents the modern American style. Polo
attire will include a polo player logo.

Price Zone: Majorityof items for Target Customer: Polo attire

both men and women is priced
between $100-500 with some
items reaching a price close to
$1,000.
is worn by both men and women
of all ages including children.
Anyone looking for sportswear
tailored clothing, especially
golfers, would be a good fit for
this brand.
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Lauren Ralph Lauren
Brand Description: There are two collections within
this brand; Lauren for women and Lauren for men.
Lauren for women offers modern femininity
sportswear, denim, dresses, and accessories all at a
more accessible price point than some of the other
brands. Lauren for men offers men’s tailored clothing
which includes suits, sports coats, dress shirts and
pants, tuxedos, topcoats, and ties.

Price Zone: Bridge. Most men and Target Customer: Middle

women’s apparel price ranges aged men and women
between $70-$500. There are a few looking for more price
items within this brand that reach friendly, classic pieces for
up to a little under $1,000. everyday business wear.
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Ralph Lauren Home
Brand Description: The brand represents a
full expression of modern luxury with an all
inclusive collection. As with their other
luxury brands, Ralph Lauren Home crafts
each piece with extreme attention to detail
and the finest materials to curate the style
of a life well lived.

Price Zone: Moderate Luxury - Target Customer:

With a wide variety of products,
their range is quite vast but all
towards a higher end. Bedding
ranges from $100-$600
meanwhile other decorative
accents run between $40-$60.
Affluent families who
are looking to
decorate their homes
in a classic /
traditional style.
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Chaps
Brand Description: A
modern,
urban-minded brand centered on
creating elevated essentials with
heightened style, fit, and functionality.
Their pieces are predominantly solids
with and neutrals with subdued colors.

Price Zone: Their Target Customer: A more

budget conscious buyer who wants
womenswear ranges to dress her whole family in classic
pieces. The brand is available at
from $15-$40 while their Kohls, Belk, Boscov’s, Hudson’s Bay,
menswear suits can be Hanes, and Amazon. These retailers
typically offer discounts and
as high as $200. coupons.
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Club Monaco
Brand Description: A
collection of clothes
that celebrates real American style.
The pieces are modern classics
updated for modern lifestyles
inclusive of men, women, children, and
even home.

Price Zone: Moderate. $100-$300 Target Customer: A 30-50s

where tops fall at the lower
end of this range and blazers
or dresses fall at the higher
end. The brand also offers
accessories.
affluent city working
individual. The brand is
based in New York today
and takes on these
sentiments.
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Hospitality
Brand Description: Ralph Lauren extended the
company into the world of culinary arts. This brand
was created to engage consumers with experiential
and unique experiences with Ralph Lauren. Included
in the Hospitality brand are three restaurants
located in New York City, Paris, and Chicago, as well
as Ralph Lauren coffee shops located in New York,
Hong Kong, Tokyo, Nagoya, and Kyoto.

Price Zone: The

price of the
food offered at the
restaurants ranges from
$20-$120 and drinks
range from $60-$1,800.
Target Customer: Women or
Men who love the Ralph Lauren
company and want to get
another luxurious and unique
experience through the company
that isn’t through apparel or
accessories.
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Demographic
Current Gaps 18-26 year old
Current gaps in the company’s family of students
brands are offerings to younger
demographics for example college age Price Range
students who are capable of spending their
$40-$120 for a more
own money from their own jobs, but also affluent young college
receive financial assistance from their parents. student
The image of Ralph Lauren Company is
sophisticated and quality made garments. The
pieces would be at a higher price point; thus, I
believe it could venture well in SEC schools
where the dress is more modest, reserved,
sophisticated, and classic.
 Disadvantages and Advantages of a
diffusion brand
Advantages
● Appeals to a new market segment
● Innovation can lead to profit
● Introducing the customer to the brand
earlier in life (if targeted towards
college-aged youth), strengthens
potential for lifetime customer
● New consumer and market interest in
the brand with a new launch
● Ability to tap in to a more trend-driven
customer and inspire existing customers
with a new price zone
● Improves positive brand image
● Current market reach with multiple
diffusion brands means there will be
established trust with customers
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Disadvantages
● Difficult to differentiate product
● Pricing levels difficult for younger
trendier customers, it has to be
not too cheap that it weakens RL
overall brand image and not so
expensive that it is unattainable
for the target market
● Many other bridge brands
already in place, adding another
may end up overwhelming the
customer or needing to include a
new, lower price level
 Should Ralph Lauren add another 12

diffusion brand?
We think that Ralph Lauren Corporation already has so many
diffusion brands that another one would be overwhelming and just
unnecessary. The Ralph Lauren brand as a whole is tailored more to
upper class income families. That being said, even if college aged
students could afford to wear Ralph Lauren, the Ralph Lauren
aesthetic is a bit too luxurious and preppy for college aged
consumers. We are unsure how Ralph Lauren could manufacture
merchandise different enough from what they already offer to make a
whole new brand. Ralph Lauren would be unable to penetrate this new
market because they could not differentiate their new products
enough from there old ones and they would not fit into this market.