Week 18's~Sales Promotion & Personal Selling

As far as prices go, you will almost always see a retail Ralph Lauren product full priced,whether it be cologne,shirts or shoes..etc.One of the few times besides the holiday's when you'll RL merchandise "discounted" will be through their Friends & Family approach.The Friends and Family approach is applied when a Ralph Lauren employee forwards the promo code via email or mails a coupon to a friend or family member.Usually the discount goes for 30% to 40% off your next buy at Ralph Lauren.These coupons and promo codes have fine stipulations as to where they can be used.The coupon evidently states that only at Ralph Lauren stores/factories this method can be used,excluding stores that just carry Ralph Lauren commodities.The most conventional form of sales promotion RL exercises is its online promo codes for free shipping.This is applied once your at the store's checkout stage.Relationship selling is one of the programs in RL personal selling's repertoire.Basically the clienteling strategy is used here.Client books are able to document transactions and detail customers sizes,colors,desires and selections.Polo's trunk shows are another way of the company's personal selling.What this is, is a pre-seasoned show to where clients may choose to pre-order or visit to view attire before it's released in stores.Product seminar showcasing is another medium in relation to personal selling.On a seasons basis RL sales rep would train department store attendants & employees on the new product.Discussed are fabric's,colors and adjustments to the attire.Reason for this is that the department store employee can thoroughly comprehend the product to boost sales.

Week17's~Advertising/Public Relations

Like father,
like son (David Lauren)

The act or practice of calling public attention to one's product,service, or need or paid announcements is what makes up advertising.Today son of Ralph Lauren,David Lauren is the head at administering Polo Ralph Lauren's advertising,marketing and corporate communications.Many have agreed in saying that Ralph Lauren's appearance has changed over the years from a vintage private club look to now being a trendy/preppy phoneonema. Being included in the nations number 3 overall print medium in the New York Times is another way to acquaint appeal to newsreaders(both online/print).The New York Times long enduring affiliation with RL also shows its longevity the brand has maintained.Continuing it's advertising schemes the brand contains a mobile app & website.In 2012 Ralph Lauren thoroughly advertised their brand through out the 12' Summer Olympic games & the US open(With RL being the premier brand for team USA's outfits)Famous for their classy catalogs that consists of models,in photo spreads that highlight some looks from specific collection with both men's and ladies apparel.Using different digital channels to editorialize content featuring a branded quarterly magazines that give users trends reports and articles that highlight the retailers current product line.Ralph Lauren's Web initiative uses its top editors at fashion magazines to walk users through the brands contemporary collection and let users shop looks directly.Within commercials,print,app & online outlets im sure their ad budgeting is undoubtedly ranged in the high millions.Embracing to advertise technology such as their QR(Quick Response) Codes(bar codes that cellphones are capable of to get content in association with the product).In addition RL won the luxury marketer award in 2010...Here's a look at Ralph Lauren's 2012 Big Pony Ad (http://www.youtube.com/watch?v=-PPr4iWLH9c&feature=related)

                                                 

Week15's~Retailing

Polo Ralph Lauren's retail sources

*Fashionistas & Upper East siders know this building as the
 Polo Mansion.The 16,000-square-foot flagship store features everything 
from made-to-measure suits to sports coats, custom formal 
wear and made-to-order accessories and leather goods*

Being a well recognized brand for many years nationally and globally Polo Ralph Lauren can possibly be found in most department stores or mall nowadays.For the most part many retail branches carry Polo's clothing line.Some department stores offer more of the brand itself than others.Just to name a few department stores that sell Polo's merchandise are Nordstrom, Bloomingdale's ,Saks Fifth Avenue,Bergdorf Goodman,Neiman Marcus,Lord & Taylor, Dillard's, Macy's and Boyd's.Discount Retailers in which Polo Ralph Lauren is available are places such as a T.J Maxx, Marshalls,Ross & Loehmanns .It's only appropriate that Bloomingdale's continues selling Polo by Ralph Lauren as they were established as the first shop within shop designer boutique to sell the iconic horse.Polo Ralph Lauren has stores  in outlet malls where products are profoundly discounted as well.By 2007 Ralph Lauren had  over 35 boutiques in the U.S.Our national flagships hold in The Madison Mansions in N.Y(867 Madison Ave.-men's brands/888 Madison Ave.-women's brands) & in North Michigan,Chicago.Their website ralphlauren.com holds as another retailing medium for the company's prosperous revenue.Their website offers merchandise for categories under men,women,baby, children, as well as a Style Guide for Men & Women.Also there, is a link provided for Rugby.com(extension of Polo brand).During last years holiday season R.L company Rugby line promoted customizable and shop-able holiday e-cards in the fashion of its online catalog.Giving it's consumers a creative way to shop for the holidays through e-commerce.

Week6~Consumer Decision Making

 A Kanye line from the song.. Illest Alive-"the
 hood was struggling,
but then I blessed them with that Polo"

Style and purchase wise it's difficult to say to what a consumer is looking for when buying Polo Ralph Lauren (Clothing). Whether it being a shirt,short pants,jacket or long pants.With Ralph Lauren's clothing line having such plenty and broad variations of colors, styles & fits you never know why and how the consumer will make use of it.Call it options galore with R.L.I'll be glad to give you an example.Many youngster's of today's age...( and by youngsters i mean pre-teen to teenagers) might buy to  wear their Ralph Lauren attire with  predominately sneakers.And on the other side of things where  you  have the Adults, most likely out wearing Ralph Lauren along the likes of dress shoes,casual shoes,boat shoes, or even a pair of flip flops.I'm guessing it's not only age or a generation differential factors into how consumer's style their 

clothing but also your environment comes into account when dressing.Example,I honestly wouldn't be expecting a Upper class/wealthy teenager wearing a polo collared shirt and khaki pants along with tennis shoes..that would be a NO,NO! in my books.But then again "To each his own"  when it comes to fashion and preferences.Back then referring to past generations, Ralph Lauren's brand primarily would be targeted and worn by people of high and exquisite class . In contrast to nowadays where the name doesn't hold it's same prestige as it once did.I have a bit of an idea to whom was apart of "bringing" polo to the urban scene. Many including myself bless Kanye West with the title of  being one of Polo's "ambassador" for the youth,teens and young adults in urban areas worldwide.Making the trendsetter, Kanye today one of our most popular fashion mogul's(through brands of Louis Vuitton Polo & sneaker brand Air Yeezy etc.)Prime example was when Kanye is seen wearing/advertising the brand on all three of his mix-tape's Freshman Adjustment 1,2, & 3(before he blew up as a commercial Rapper/producer)Though the brand's popularity remained consistent for many decades and still is one of the most relevant brand's in the world.The consumer's purchase of the clothing is to have the impression of class & being yourself!

Week5~Global Vision

By April of 2010 Ralph Lauren Corporation has totaled for 631 worldwide locations(some incl. London, Milan,Tokyo & Paris).Polo Ralph Lauren's most important thread of it's current and future agenda holds in Asia.In Asia,Ralph Lauren assumed it's authority of their operations in eight countries,some featuring Hong Kong,China and Taiwan.The next main objective for the company is to gather direct control in the chief market that is South Korea.Company C.O.O. Roger Farah also saw the opportunities as another vital discovery to cap in on Asia's advancement strategy.If this comes to fruition South Korea & Asia in general would acquire  most of their distribution.As that part of the world is with out a doubt the fastest growing consumer market in the world concerning luxury goods.Statistics show that Polo Ralph Lauren's sales throughout Asia presently measures to $850,000,000. The company's goal in the long hall for  South Korea's division is for it to accumulate for one third of their global commerce.South Korea already is a key part of this expansion delivering $230,000,000 in revenue shares(Containing 175 shop in shops & a few standing outlets,making it R.L's 3rd largest market).Polo Ralph Lauren's global vision also consists of their Rugby manufactured shirts.With some of the world's popular countries headlining/featuring them.Countries such as England,Japan,Spain,U.S,Italy & New Zealand are just a few to name that contain the brand's international support and global connect.

Week4~The Marketing Environment

U.S Water Polo player
 Shea Buckner cools with  Kobe & the camera!
#SAY~CHEESE

 Polo Ralph Lauren's target market cues in on professionals,people of leisure and wealth,persons of business savvy attire,those who enjoy the"preppy" look,sailors ,horse riders and participants who take part in sports demonstrated in rugby and polo.Celeb's & athlete's aren't "strangers" when familiarizing itself with the legendary horse.Polo Ralph Lauren played a huge role in being a sponsor to the entire 2012 United States summer Olympic team,providing them with sharp Polo Navy Blazer's(seen in the Olympic's opening ceremony) . Being the global market that is Ralph Lauren ,it's collection demographic also pertains to people of all age ranges from kids to teenagers to senior citizen's.Polo Ralph Lauren's advantage could be something such as it's expansive radius when it comes down to its  consumers.With it's various number of brand extensions,for example a more cheaper alternative is in it's Chaps brand(sold at Macy's & Kohl's) or top tier class in Polo's Purple Label.The company generates product's at any price margin to whomever consumer that may concern.Polo Ralph Lauren's prolonged asset has been its ability to establish brand strength for the past twenty years,meanwhile in the midst of 

Small glimpse of Polo's "Preppy" look..
Style it whichever way you want!

other fashion clubs struggles in maintain its customers with the diverging  fashion trends.Not only staying one of the strongest brands for the past twenty years ,Ralph Lauren has leveraged it's name internationally.Talk about longevity! Polo Ralph Lauren fluctuated  it's strategic focal point on expanding operations in emerging markets, predominantly in Asia.Asia's South East market region is vastly becoming the focus of the global retail industry.Consumers don't only go that extra mile to pay more for a Ralph Lauren item for it's "name" sorta say but more so the quality its clothes & products acquires.For example some Ralph Lauren shirts are popular for their amazingly soft cotton fabrics.Reason for it's consumer's to go out there way to spend $85 retail price on a shirt.

(below shows more numbers in regards to P.R.L's demographics)
http://www.quantcast.com/ralphlauren.com#!demo

Week3~ Ethics & Social Responsibilities

Ralph Lauren Corporation  takes part in many social contributions in the Ralph Lauren Foundation.Their Foundation  takes upon action in cancer care,education and underprivileged communities.Polo RalphLauren act in a plethora of philanthropic affairs such as the reusable organic tote,Polo Fashion school,Pink Pony Campaign,American Heroes Fund,Hope Help & Relief for Haiti,Habitat for Humanity,Polo volunteers,and the  Ralph Lauren Center for Cancer Care and Prevention.The P.R.L. Foundation helped in funding the preservation of the American flag that inspired the national anthem.


The reusable organic tote is made out of 100% cotton.These totes can be purchased at $10 at any P.R.L. factory store.The entire gross of the proceeds from the sale of the  totes are then donated to the P.R.L. foundation supporting 

philanthropic activities featuring the Pink Pony Foundation and the Nature Conservancy(worldwide conservation organization that contributes it's protection towards ecologically vital lands and waters for people and nature.) Established  in 2004 the Polo fashion school gave motivated/gifted students access to the world that is fashion.The fashion school is an after school series for inner city teens and since 2004  5groups have been participants along with the Polo fashion school.Polo Ralph Lauren raised $4 million in charitable donations for relief efforts and established a college scholarship fund for children of the attacks & the American Heroes Fund. Also Polo Ralph Lauren awarded gifts to the Twin Towers fund,the American Red Cross and the New York  Police and Fire Widows & Childerns Benefit Fund.Polo volunnteers dwell within developments with non profit community organization including AIDS walks, Food Banks,Park Improvement & Free Arts Day. P.R.L and Habitat for Humanity joined forces with the program launch named "G.I.V.E"(Get.Involved.Volunteer.Exceed).Polo's Pink pony fund was primarily for cancer care and prevention centers mainly breast cancer.These backup-ed programs for early diagnosis',education,treatment and research.In celebrating the 10th anniversary of the Pink Pony ,Ralph Lauren's first Pink Pony online auction took off alongside partnership with luxury charity auction site.The auction believe it or not offered 200 exquisite, once in a lifetime experiences,for example giving bidders an opportunity to access a little taste in Ralph Lauren's "shoes".The auction offered a personal tour of Ralph Lauren's world famous/well known automobile collection, a weekend at Ralph's round tree villa in Jamaica & front row V.I.P. seats  to Ralph's upcoming NYC fashion show.

Ralph Lauren supports the Hope Help & Relief as a campaign helping Shelter-Box to ship tents and sheler survival boxes to Haiti.The primary mission was to construct leaders in music,fashion,film,art and fiance in the community to become assistants of change for Haiti's rebuilding.One of the last programs would be the Ralph Lauren center for Cancer care and Prevention located on Madison Avenue.Established in 2003 the independents charitable organization provides screening for breast,cervical,colon and prostate cancer.The center is  also affiliated in assisting to facilitate diagnostic and treatment benefits in one of New York City's locations that holds one of the highest cancer mortality rates in the city as well as the nation.

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