1. Is Ralph Lauren a designer? Why or Why not?
He is not a traditional designer. Ralph Lauren is a merchandiser. “He has total creative license to dream up the ideas that influence his brand.” (pg. 36)
2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?
Before working for himself, he worked at Beau Brummel. I think this experience was extremely beneficial for him because not only did he already have a unique reputation, but it stood him out amongst the competition when he began to sell his wider ties.
3. How many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?
He has six general divisions under his name but under those are many sub labels. The general divisions are diverse, but he sub labels are more homogenous and have a specific target market.
4. What is your favorite division of Ralph Lauren? How does that division emulate your personal lifestyle?
The home furnishings are probably my favorite of his divisions. My home life style is different than my personal life style. For the home, I like more of the classic style rather than it being spontaneous, when my personal style is a little more outlandish.
5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?
He built an entire lifestyle on top of his ties and polo shirts. There’s a division for every aspect of your life. Not only can you enjoy Ralph’s fashions but so can your spouse, children, and even your home. Kenneth Cole, in my opinion, is on the same route. He started off with just shoes and from then he exploded into the fashion empire he is today.
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