EOC:Chapter 3

1. Is Ralph Lauren a designer? Why or why not? Ralph Lauren is a designer but not a typical designer. He is known more for developing a lifestyle brand. “Contrary to popular belief, Ralph Lauren is not a traditional designer; he is a merchandiser. Lauren is the conceptual genius behind his brand, not the person who drafts patterns…” – Brand Story Page 35, 36. Many designers create the fashions and have a team of experts taking care of everything else, Ralph Lauren himself, is the man behind the merchandising. 2. Where did Ralph Lauren work prior to working for himself? Why do you think his experience was beneficial to his career? Prior to working for himself Ralph Lauren worked for a tie manufacturer. “In the mid-1960’s, Ralph Lauren took a position with a Boston – based tie manufacturer, Rivetz…He believed that by dressing in a particular style, he would be iconic in the manufacturing business.” – Brand Story Page 37. I think his experience at the tie manufacturer was beneficial to his career because it was at Rivets where Lauren had his first opportunity to design ties. 3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse? Currently Ralph Lauren operates Polo, RRL, Purple Label, Home Goods, Children’s, Polo Sport, Polo Sport Women, Fragrance, Polo Jeans, Lauren by Ralph Lauren, RLX and Rugby. The lines are homogenous in a sense that they create a lifestyle, but diverse enough to cater to different target markets. 4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle? My favorite division of Ralph Lauren is the home goods collection. I like the idea of the Ralph Lauren lifestyle however I don’t see my personal style fitting into his clothing. The home goods are very nice however, and I can see myself incorporating that line into my home. 5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him? Ralph Lauren built on his original brand to create an empire by having a vision of a lifestyle and selling that lifestyle to consumers through advertisements and merchandising. There are many designers who have expanded their lines into many different outlets however I can’t think of one who has all the lifestyle elements as Ralph Lauren does.