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year Founded: 2011

Current & Past Clients: Brooks Brothers, Calvin Klein, Tommy Hilfiger, Lacoste, Hugo Boss, &

BurberryFounded By:

6 Merchandisers

● Ralph Lauren stands for “providing quality products, creating worlds and inviting people to take part in their dream.”

● His philosophy “I wanted to develop quality products and create a whole world around that. It means taking risks, going with what you feel, but never losing sight of your vision and conviction.”

Mission Statement

Ralph Lauren Merchandise Mix

Collection Trixie Beaded Back Cutout Gown

Lauren Sequined-Bodice Gown

RRL Papillon Floral Silk Dress

Denim & supply Tiered Cotton Maxi Dress

Ralph Lauren Golf Paisley Stretch Cotton Pant pink

Ralph Lauren Merchandise Mix

Collection RRL

Ralph Lauren Brand ImageRedefined by American Style

Embodies & inspires Timeless Elegance

Driven by Lifestyle

Competitiveness Ralph Lauren

a powerful fashion label that keeps up with the latest trends in order to satisfy the needs of customers.

Largest Competitors:PVH Corporation, Under Armour, Inc., and Carter’s, Inc.

PVH Corporation includes Calvin Klein, Tommy Hilfiger, and Heritage Brands.

Minimalistic designs to compete with Calvin Klein’s modern looks

High quality materials vs. advanced textile technology

.

Characteristics of Lauren’s Target Market and Demographics

Inherited wealth to ages 20-30s and the earned wealth of 30+ business people

Target Market: upper middle to the higher class of wealthy professionals.

value exclusivity, style, & fine living.

live affluent & active lifestyles.

Changing Elements

In September 2015, Ralph Lauren announced that he would be stepping down as CEO, and that Stephan Larsson would be taking his place effective November.

The demographic is changing from 35+ to include a younger, “preppier” demographic.

Positioning Map Fashionable

Classic

expensive

inexpensive

Tommy Hilfiger and Calvin Klein are direct competitors due to the similar merchandise mix,

price points, & target consumers.

SWOT Analysi

s Ralph Lauren

Calvin Klein

S W O TStrengths Weaknesses Opportunities Threats

● Diverse Product selection

● Agreeable consumer brand recognition

● Cynical business strategies (back-to-school,holidays, etc.)

● Risky wholesale revenue due to lack of customers

● Other company partnerships

● Improve brand recognition globally

● Consumer preference variation

● Increased levels of consumer debt and employment

Strengths Weaknesses Opportunities Threats

● Strong brand name with good marketing

● Globally distributed

● Limited brand switching and target audience

● Imitation and duplicate products affecting sales

● Population growth and development

● Mass media development for brand penetration

● High chances for brand switching due to customer dissatisfaction

● Customer needs and changing perceptions

Current Color TrendsCollection: Warm neutrals; camel, cream, rich browns, black, and the occasional crisp white. Black Label: neutrals;

black, grey,chestnut, cream; random pops of color;

Lauren: neutral colors, lots of grey with some pops of color, darker shades

Polo Ralph Lauren- blues (denim), blacksdark hues of purple, orange, blue, green & yellow

Current Fabrics & Styles Collection: fine fabrics like shearling, suede, leather, wool, cashmere, silk

long, loose cuts; few body fitting layering detailed texture high quality craftsman accessories t

Collection: Lenorah Shearling Coat, Pointelle Cashmere Turtleneck, McKayla Wool Pant, Teodora Suede Bootie, & Ricky Drawstring Bag

Collection: Celeste Wool Jacket, Roland Stretch Wool Vest, Stamford Shirt, Teodora Suede Bootie, & Alligator Classic Tote

Collection: Nicolette Lace Gown, Cashmere-Angora Cowboy Hat, Arden Suede Pump, & Suede Envelope Clutch

Collection: Shearling Patchwork Jacket, Leanna Macrame Top, & Eleanora Stretch Suede Pant

Current Fabrics & Styles RRL: luxury fabrics with blends of wool, silk, denim, corduroy, jersey,velvet, cotton, & alpaca beaded embellishments & lace different casual styles like pants, tops, coats, etc.

RRL: Leather Rider Jacket RRL: Myo Silk Blouse

Denim and Supply: knit fabrics with denim, cotton, faux fur, leather fringe, lace, beads differing styles like tops, bottoms, outerwear, accessories

Denim & Supply: Fringed Leather Macramé Vest

Denim & Supply: Wool Sleeveless Tunic

Current Fabrics & StylesBlack Label: fitted styles leather, cashmere, suede, fur pops of lace and satin turtlenecks, vests, jackets, booties, sweaters monochromatic

Lauren: knitwear, suede, cashmere, leather, wool turtlenecks, sweaters, outerwear loose fitting

Lauren: Suede Shirtdress

Lauren: Wool Cashmere Sweater Dress

Compare & ContrastModern Seventies

Prediction: neutral colors, simple cuts, modernizing the retro 70s look color scheme of camel, black, & cream. Cuts: high necklines & defined waistlines, structured outerwear & statement pieces, matching sets. Loose

garments highlighting femininityRalph Lauren: similar neutrals-- monochromatic tans, creams, and black. Cuts: high necklines, matching separates, & minimal skin exposure, looser, drapable styles that accentuate

a woman’s body

Fall 2016 Future Color & Fabric Trends

Hazy Neutrals: soft chocolate, tan, and cream, along with muted teal and seafoam; romanticizes & adds delicate appeal

Wizandry: rich & neutral tones consisting of mustard, shades of blue, and deep purples; gives off a sense of tradition & luxury

Contact: combine natural & synthetic fibers to achieve the best textile performance

PROBE: delivering performance with a focus on structural concepts and textures.

Future Style TrendsVarsity Daze: All-American feel of athleticism of the 60s and 70s.

Caramelized Autumn: retro shades of burnt oranges and brown tones create a 70s nostalgia perfect for fall.

Megatrend: Cocooning

Easy to navigate website including features like product details, suggested accessories, & product reviews

Cocooning expands as technology advances

Prominent online presence through an easy access website & distribute merchandise through other retailer websitesTarget market utilizes

online shopping to simplify their life.

Megatrend:Environmentalism

Offers a variety of environmental friendly fabrics that will guide the brand in the appropriate direction when achieving their sustainability initiatives.

Cotton

Sustainable packaging

Faux Fur

Flax

Conclusion

Chase Forecasters We hunt down the latest styles so you don’t have to has been widely known for their creative and stunning fashion predictions since 2011. Chase Forecasters has been nominated and awarded for the top fashion predictions of 2015. Chase Forecasters is dependable and knowledgeable for their work and will let you be on top of the past, recent and future trends. Chase Forecasters discovers and delivers the hottest fashion trends near you.