Ralph Lauren: The Marketing Perfectionists

When you think of a brand of clothing, with it comes imagery and a certain idea the wearer is buying into, and conversely, hoping to convey with wear. If someone were to say to you, "what do you think of when someone says the name 'Ralph Lauren?'", what images would come to your mind? Most likely, you'll mentally conjure words that are associated with the brand's idea. Prominence, luxury, affluence, power, Americana (definitively), and comfort ability. Secondly, you'll envision images that go hand in hand with these words. And these images, the very ones you're thinking of, have come directly from Ralph Lauren's ad campaigns. The notion of lifestyle marketing is nothing new. Presently, it's more common to see large retailers marketing their products to a certain niche of consumer society. Examples of this would be Isaac Mizrahi at Target; low budget chic for college aged women and young professionals who desire luxury at a reduced price. Another would be Hot Topic and it's aim at young, rock and roll teens who express their angst through apparel and accessories. However, Ralph Lauren has triumphed above all these other retailers with it's marketing campaigns and painstaking attention to detail.

Prim designs with classic cuts and silhouettes complement the clean ready-to-wear style. The clothes are novel for their ideals, but when paired with squeaky-clean American models, the look is completed. The backdrop is uppity-Northeastern Americana, beautiful estates that overlook the New York countryside and sprawling homes and sailboats nestled into the grandeur of Martha's Vineyard. When you wear the same polo, the same sweater, the trousers, the tweed and herringbone coats, and those divine linen sailor pants you feel as if you're headed to the same destination as the fictional characters in his ads. Consistently decadent, the ads are always shot in pristine color, glossy finish and the faux-ideal of naturalism in an all-but-natural environment.


The Ralph Lauren customer is generally a fashion-conscious male or female, seeking out quality clothing that empowers them with the feeling of opulence and power. And I can guarantee you, when a customer is shopping for Ralph Lauren, their purpose is specifically Ralph Lauren and nothing else. The wouldn't buy an IZOD polo with the intention of saying something about them. The goal is the shirt with the insignia, because it's the one detail that makes the statement loud and clear. In this way, RL has achieved the ultimate in commercial success. They've made their clothes not only a way of life, but a destination point as well. Once you've placed RL on your body, you're saying something about yourself, and the message will be apparent and well-read by most.

And what a concept it is, that one garment of clothing can socially define who a person is aspiring to be. Many other fashion houses and retail brands have tried the same concept, but with enough clout to stomp on all other competition, RL is the heavyweight champion in the fashion world. A Gucci bag may suggest a girl has the money to purchase the accessory, but a Ralph Lauren ensemble is the uniform of the affluent members of American society. And to be perfectly honest, the ensemble spits in the face of a Gucci Hobo any day of the week.


For the other fashion houses out there, I'd suggest hiring a new campaign manager and then going from there. You've got to sell your idea first before even thinking you've got a chance against old Ralphie. You might be forgotten in 10 years, but RL will still be kicking ass and taking names in the next few decades.


Take notes fashion world, you've got a lot of catching up to do.



---Corey Fitzgerald