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[패션리테일링] Ralph Lauren 마케팅 전략(영문)

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레포트 > 경제경영계열
2011.11.02
23페이지 / docx
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[패션리테일링] Ralph Lauren 마케팅 전략(영문)

[국제경영] 폴로 랄프로렌 코리아의 한국 직진출 전략

[경영전략론] UNIQLO(유니클로)의 경영전략

의류산업 유니클로

[경영학] 유니클로의 경영분석 및 향후 전략 제안

유니클로 마케팅 성공사례분석및 유니클로 해외진출 마케팅전략분석과 전략제안

글로벌 브랜드인 UNIQLO의 성공요인과 경영전략

[소매업] 유니클로(UNIQLO) 분석 및 전략

[SPA브랜드 UNIQLO(유니클로) 성공전략] SPA브랜드 UNIQLO(유니클로) 성공전략

[국제경영] 유니클로 성공요인 및 성공전략, SPA

소개글

[패션리테일링] Ralph Lauren 마케팅 전략(영문)에 대한 자료입니다.

목 차

I. Introduction
II. Methodology
III. Fashion Retailer Overview
a) Global

b) Korea
IV. Competitor Analysis
Traditional Market Competitor Analysis
a) Bean Pole

b) Lacoste

Retail Mix
c) Hazzys
Luxury Market Competitor Analysis

a) PRADA

b) Armani
c) Paul Smith
V. Positioning of Ralph Lauren
V. Retail Strategy Development

Retail Mix:
Customer Service
Location
Price
Merchandising Assortment
Communication Mix
Store design and display
VI. Conclusion
Appendix:
References

본문내용

III. Fashion Retailer Overview
a) Global
Polo Ralph Lauren Inc. is an American fashion company founded by American designer Ralph Lauren in 1967 (RL 10-K, 2010). Ralph Lauren’s products reflect a “timeless and innovative American style.” The Company’s consistent emphasis on innovative and distinctive designs has been an important contributor to the prominence, strength and reputation of the Polo/Ralph Lauren brands (Annual Report, 2009). Ralph Lauren is made up of three integrated operations: wholesale, retail and licensing. Polo’s wholesale business is divided into two groups: Polo brands and Ralph Lauren Collection brands. The Polo brand group operates, distributes and markets Polo by Ralph Lauren, Polo Sport, Ralph Lauren Polo Sport, RLX Polo Sport and Polo Golf.
As of 2009, Ralph Lauren or their licensing partners operate 163 full-price and 163 outlet/factory stores around the world (including Club Monaco and Rugby stores). The company's flagship store is located in the former Rhinelander Mansion on Madison Avenue in New York City. Other flagship stores are located in Chicago, East Hampton, London, Miami, Milan, Palm Beach, and Tokyo (Ralph Lauren Store Locations, 2010).
Ralph Lauren is one of the largest retailers in the United States with revenues reaching $4.2 billion in 2007 (Fortune 500, 2008). Ralph Lauren has been globalized early and outsources products efficiently helping its Net Revenue grow steadily (see appendix).
Ralph Lauren Company has many brand lines (Men’s, women’s, children, accessories, fragrance, and home collection). These various categories help to achieve the goal of the company to make a family life style. The sales amount of men’s apparel is the biggest, accounting for 44 percent. Ralph Lauren has many apparel brand lines too, from relatively low price brand ‘Polo’ to high-end luxury brand ‘Ralph Lauren Collection, and from kids and adults. And 8 brands are launched in Korea among all of Ralph Lauren brands, 7 brands are apparel brands and the other is home collection.
b) Korea
Ralph Lauren entered the Korean market in 1986. As the entry mode, licensing was used. Doosan Corporation, the licensee of Polo Ralph Lauren, has been distributing Polo Ralph Lauren’s products through 175 stores for the past 12 years.
The Company considers South Korea as one of its key markets because the sales amount of Korea is estimated at 4% of the whole and is the second largest amount in Asia.
Therefore, the gain of direct control in South Korea is a significant step

참고문헌

References

Dickson Concepts International Ltd. Annual Report (2010).

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 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.

Wing-Gar Cheng, (2009) Bloomberg Businessweek, 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).

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
"브랜드경쟁력 [고급캐주얼]." Joongang Dailiy. 28 Feb. 2011. Web. 30 May 2011.
PRADA official homepage, http://www.prada.com

Paul Smith official homepage, http://www.paulsmith.co.uk

Armani official homepage, www.giorgioarmani.com

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#마케팅 #패션리테일링 #리테일링 #Lauren #Ralph

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