Inspiring men's garments worldwide and forming his position as a key figure in USA design by 1976. Starting with himself, and introducing other brand ambassadors improved company's style of marketing and allowed them to discover and conquered new markets. Prior to 1993 company was using Caucasian models, and was unable to expand to ethnic backgrounds markets, with a big spending power. It all changed after company hired a Jamaican model Tyson Beckford to promote Polo Sport Label division which happened in golden era of hip hop culture, when African American rappers, athletes and entertainers were responsible for creating new fashion trends, and were highly influential over the fans who wanted to live the same lifestyle. With an example of a starting up a trend of exposing underwear waistbands with Ralph Lauren name on it across the USA. Another example of company reaching to new markets and creating trends was introducing RRL line including: denim jeans, flannel shirts and belts, inspired on cowboy lifestyle and widely associated with TV show Bonanza line was reflecting Ralph Lauren personal lifestyle. Company proved its versatile introducing lines for women, kids and Sport lines Polo Sport Women and Sport Men, Blue Label and Purple Lable. .
CBBE MODEL STEP 3: BRAND RESPONSE.
Second step required finding out what your brand means and what it stands for. Ralph Laurens products are marked with the sport associated brand logo and the owner's name, which allows customers to identify themselves, and develop relationship with the brand name and the brand itself. Classic designs for signature lines and fashionable designs for seasonal wears, different more sporty, casual but elegant lines all made with excellent quality durable materials, and finally sold at higher price led to establishing brand high performance perception. The customers were more likely to stay loyal and buy Ralph Lauren products over the competition due to highly perceived intrinsic values that come with it even if that required paying higher price.
Penney Case Study Company History and Background J. ... Penney's recovery was also stymied by Ullman's massive 2008 deal with Ralph Lauren to launch American Living, was a Polo-lite brand sold only at Penney, which failed largely because J. ... Penney was not allowed to the Ralph Lauren name or the Polo logo. ...
