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