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Fashion Marketing

Management

Istituto Marangoni

Master Fashion Product Management

ElizavetaShestakovaAnastasia Nozdrya

Nilesh Nanda awali

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Strategical Business Analysis

ofRalph Lauren

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Marketing Strategy

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Analysis of Macro Environment (GDP)

2007 2008 2009 2010

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Defining SBU of

Ralph Lauren

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Analyzing SBU of Contemporary Griffs

Companies

2008 2009 Variation%2008-2009

2010 Var iation%2009-2010

SalvatoreFerragamo

413.964

327.718 -20,83% 382.619 +16,7%

Gucci 314.767 278.316 -12% 302.463 +8,6%

GiorgioArmani

874.900 722.400 -17,4% 734.859 +1,7%

RalphLauren

3,661.54

3,765.68

+2.76%

3,735.67

-0.78%

E.Zegna870.60

797.00

-8.4% 963.00 +20%

TOTAL 6135.771 5891.114 24,4% 6118.611 22,4%

Market Value

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This is done rating every factor by grading on a scale of 1 to 10 in terms of

priority and importance.

Critical Success Factor

Marketing Mix (4p)

Product 8/10

Price 9/10

Communication 8/10

Distribution 8/10

Different From 4p

Style 7/10

Services 9/10

Speed 7/10

Efficiency 8/10

Integrated control ofchain 8/10

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Distribution

channel

8/10Direct Distribution.

Through Monobrand

stores either it

directly owned store(DOS) or

Franchising.

Currently in the

World 30% DOS &

70% Franchising.

Concentration

7/10

31%

10%

27%

15%

17%

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Entry BarrierCash 10/10

Technology 8/10

Know How 8/10

Brand awareness 10/10

Economic scale 8/10

Distribution 9/10

Concentration 9/10

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Defining & Positioning with Competitors

Brand Awareness

Services

Communication Style

Giorgio

Armani

Donna

Karan

Salvatore

Ferragamo

Gucci

Hugo Boss

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Business Model Ralph

Lauren

Giorgio

Armani

Donna

Karan

Stock listed YES No No

SBU Contemporary Griffs Contemporary Griffs Emerging Griffs

Target Men, Women and Kids Men, Women and kids Men, Women and Kids

Distribution Operate in three

distinct but integratedsegments Wholesale,

Retail and

Licensing.

Direct through

Monobrand AndFranchising

Through Selected

Specialised stores andboutiques

Type of Company Despecialised Despecialized Despecialised

Group Polo Corporation Armani Group Donna International Inc.

Integrated control HIGH with Partial

ownership

Full with licensing Partial

Diversification Buying strategy Buying strategy Make and Buy

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Segmentation Strategy

RalphLauren

Full Liner

Giorgio ArmaniLifestyle

DonnaKaran

Full liner

Having vast Vertical diversification RL company following full liner strategy as

compared to competitors.

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Price:Price Positioning with Competitors considering one product Dresses

DifferentProducts RalphLauren GiorgioArmani DonnaKaran

Shoes 625 650 635

Bags 6800 1000 1150

Dresses 1200 1582.5 1627Total 3935 3232 3412

As from the chart it concludes RL have

general higher prices in terms of products RL

bags are expensive as compared tocompetitors where as in all other product

category it has lower prices with effective

quality of the product.

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DISTRIBUTION:

Operate in three distinct but integrated segments - Wholesale, Retail and Licensing.

WorldwideDistribution Channels

Location Number ofDoors(a)

United States and Canada 2,104

Europe 3,873

Japan 120

Total 6,097

Full-Price Retail Stores

Location Ralph Lauren Club Monaco Rugby Total

United States and Canada 64 66 11 141

Europe 18 - - 18

Japan 1 - - 1

Latin America 3 - - 3

Total 86 66 11 163

Special focus on e-commerce RalphLauren.com one of the most important retail

outlets this website showed sales grew by double-digits. With success of Ralphlauren.co

they have also launched Rugby.com.

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COMMUNICATION:

Brand Awareness: T

he Brand is Ranked 9th

in the world this shows that theawareness of the brand is high globally.

Brand Image:American Heritage Lifestyle, Strong and distinct image design,

Elegant Luxury & Supreme Quality.

Communication Mix: As created a specifically branded environment to house his

product while reflecting the attitudes of the R.L lifestyles.

Using Technological possibilities are giving brand in terms of consumer reaction

towards brand by means such as set up first 4d advertisement, Screens Outside

the store.

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Proposals for future strategy:

Keep the Professional Spirit of the company towards thebusiness.

As company as shown from the day of its establishment.

ByMaintaining the Effective Quality and Identity of the brand.

Winning CustomerLoyalty by providing services maintaining

the AmericanHeritage value.

Taking Full ControlOfBusiness through Converting Franchising

to DOS.

Focusing more on new market and promoting the brand in the

market where still RalphLauren does notExists.

Concept Store:LuxuryBoutique with large amount of space around 500 square

meters, perfectly divided floors where the separation of rooms

presenting different lines of RalphLauren which gives a touch of

AmericanHeritage Culture and can be seen through the dressing

codes of staffs in store.