By: Zack Augstell, Peter Valone, Kalene Faricellie

History• Founded in 1967

•Headquartered in New York City

• June of 1997 opened on NYSE at $26

Retail Channels•Ralph Lauren Flagships

• Polo Ralph Lauren Factory Outlets

•www.RalphLauren.com

Operations

DesigningPrototypes

and Projections

Purchasing of

Materials

Mass Production

Distribution to Outlets

End User Purchasing

•Ralph Lauren as a designer• Lag between concept & final sales

Product Design

•Employees across the globe•Creative & Managerial

•Artistic blueprints

•R&D for industry themes/climate

• ‘Right the first time’

Designers for Ralph Lauren

• Samples acquired• Supplier relationships & ‘auditions’•Multiple samples & prototypes• Presentations and discussions to rank designs

Prototype Stage

• Purchasing managers negotiate prices/quantities• Leverage of the managers

•Crafting agreement/terms• Shipments begin to arrive•Ready for Mass Production• Items ready for 3 main marketing channels

Choosing Suppliers

Showcase the Ralph Lauren Brand Carry Purple and Black Label Products

8 Flagship Locations Chicago

Flagship Stores

Flagship Store Process1. Products manufactured in Italy (custom-made)

2. Sent to distribution centers in Europe, Asia and North Carolina

3. Shipped to Ralph Lauren flagship stores around the world

Outlet Stores• Carry Blue Label, RLX, Denim & Supply, Accessories,

Footwear

• 172 outlet stores worldwide

• Helps Ralph Lauren maintain brand awareness during weak macroeconomic conditions in United States and Europe

Outlet Store Process1. Manufacturers in Europe and Asia

2. Apparel shipped to Ralph Lauren distribution centers around the world

3. Shipments to stores carried out weekly

•Different labels to target markets

• Similar process, different destinations

•Geographic locations of target market

Online & Catalog

• Fulfillment center holds items• Order is placed• Payment on hold• Items found / outbound mail• Shipping methods• Shipping promotions

• Selling a Brand

Online & Catalog Process

Brand

“The Luxury

Lifestyle”

Overview

Timeless, Modern,

Luxury,

Ralph Lauren

Thank You!