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분야
pptx2. Methodology
3. Review of Fashion Retailer
Company Overview
4. Competitor Analysis
1) Beanpole
2) LACOSTE
3) Hazzys
5. Positioning of Ralph Lauren
Current Positioning
Challenge
Luxury Positioning
6. Retailing Strategy
SWOT Analysis
Retail Mix
Most dramatic vision of women’s fashion
Ultra-stylish yet timeless suits and evening dress
The ultimate expression of luxury for the gentlemanMix of vintage Ivy League prep, heritage equestrian
The original symbol of the modern preppy lifestyle
Preppy heritage, accessible price
An affordable wardrobe for every occasion
A symbol of fight against cancer
Vintage, the highest quality workmanship
The highest standards of luxury and technology
Fresh, irreverent spirit with denim
Heritage excellence in the world of golf
Cool and rebellious, vintage varsity
Ralph Lauren has established competitive positioning in the market
In customer’s perception, Ralph Lauren satisfies Appealing Attributes
(luxury, heritage, characteristics, overseas popularity)
However, Ralph Lauren is perceived as not a very popular brand
(young image, Korean popularity, price competitiveness, peer)
1) Criteria
Goal : Improving their brand loyalty
Two main approaches for customer service
Personalized approach
Standardized approach
2)Suggestions
Providing service that exceeds customer expectation level
Reinforce personalized service
Internet based personalized service
Ex- ASOS : Answer any question in 24 and have database for all the customer’s purchase
Offer continuous service and attention according to product life cycle
Exercise CRM : Focusing on VIP(Petro Principal)
Provide upgraded standardized service
Differentiate service from existing casual brand like POLO
Improve staff training level
Scent, B (2009). Article: “Dickson may lose its shirt as top brands go it alone”. The Evening Standard, 2009
Cheng. WG (2009). Ralph Lauren May Open Up to 15 China Stores Yearly. (Article)
Bloomberg Businessweek. August 31, 2009 Retrieved from http://www.hoovers.com/company/Dickson_Concepts_(International)_Limited/rfcshyi-1.html
GLOBAL RETAIL FREEVIEW: A free synopsis of global retail news and opinion October 28, 2010, Verdict part of the Datamonitor group.
George Hrdina, president of Ralph Lauren’s Asian business, said in an interview in Hong Kong. Ralph Lauren May Open Up to 15 China Stores Yearly (Update3), By Wing-Gar Cheng - August 31, 2009 16:30 EDT, Bloomberg Businessweek
Fallon, J (1985) Article: Lauren licenses Sears PLC to open UK Polo chain. (Ralph Lauren) Article from: Daily News Record Article date: November 22, 1985
Fortune 500, Retrieved from http://money.cnn.com/magazines/fortune/fortune500/2008/snapshots/10652.html
Ralph Lauren Investor Relations, retrieved from www.ralphlauren.com
http://about.polo.com/history/history.asp
Ralph Lauren Store Locations, Retrieved from http://www.RalphLauren.com
NEW YORK-(BUSINESS WIRE) Oct. 15, 2002
The RL 10-Q filed Feb 5, 2009
The RL 10-K filed June 2, 2010
