Ralph Lauren- Brand extension
Repositioning
This present digitally lead project is formulated for the American fashion house, Ralph Lauren. The proposal embodies an experiential approach for the consumers which encompasses a magical experience, and it culminates in a physical pop up store that offers its customers a whole new experience.
Ralph Lauren has a large variety of consumers, however the key consumers for the pop up are individuals who have a timeless & elegant fashion sense, who value quality over quantity. Fashion is their way of living.
The aim of the pop up is to reposition the brand onto its previous status, a timeless luxurious fashion brand and reconnect with key customers and ambassadors; to increase brand awareness and regain elegance.
Ralph Lauren Corporation is an American publicly traded fashion company that was founded in 1967 by the American fashion designer, Ralph Lauren. Ralph Lauren Corporation is a global leader in the design, marketing, and distribution of premium lifestyle products. For five decades their long-stan- ding reputation and distinctive image have been consistently developed across an expanding number of products, brands, sales channels, and international markets.
The company embodies different brands, from the Polo Ralph Lauren branch to Childrenswear up to the full luxury Ralph Lauren Purple Label. (Lauren, 2019)
OBJECTIVES
The objective of the pop up by Ralph Lauren is to reposition the brand onto its previous positioning;To re-establish the brand as a luxury and affluent fashion house. When the brand introduced sub-label and product diversification towards more affordable price ranges, its reputation as a luxury brand diminished, thus this pop up will restore the luxury status it once conveyed. Encompassing the present values of the fashion house within a new positioning and mindset through reaching out to existing loyal customers and obtaining a new consumer segmentation, Ralph Lauren will reposition itself within the industry.
TACTICS
The tactics implemented in order to achieve the brand repositioning are based on commu- nication, engagement and a redefined strategy.
Through a PR activation- the strategy outputs implemented will focus on an omni channel & experiential approach where the consumer will be the main focus.By reaching out to key fashion icons and influential individuals the brand will acquire re- cognition and a higher status.Based on a communication and public relations approach, the experiential pop up will embody a luxurious aura and timeless elegance.
Via the pop-up launch, targeting key icons and influencers, the communication and media impact will be primary in order to acquire consumer engagement and desire. Through media marketing communications and branding strategy, Ralph Lauren will reinvent itself focusing on a higher status mindset, parallel to essential social media presence to commu- nicate the implemented strategy and new focus.
