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Ralph Lauren, Brand Analysis and Sourcing Plan.

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Ralph Lauren, Brand Analysis and Sourcing Plan.
Table of Contents Introduction 2 Part 1: Ralph Lauren - More than just a Brand 2 Company background 2 Company information 2 Competitors 3 Target consumers 3 Positioning - the story told by the brand 4 More than just clothes 5 Position from a value chain point of view 6 The consequences on range development 6 Part 2: The Sourcing plan 6 Sourcing Location 6 Continuity product 7 Seasonal product 7 Short-Seasonal product 8 Supplier Relationships 8 Continuity product 8 Seasonal product 9 Short-Seasonal product 10 Production Activity Control 10 Bibliography: 12

Ralph Lauren
Introduction
Ralph Lauren is one of my personal favourite brands and the reason to why I have chosen to write about this fashion company. To me it feels natural to think about the brand as an affordable yet fashionable brand, since it is quite common to see many shirts or other R.L. apparel on the streets of my hometown Gothenburg in Sweden. During the process of learning more about fashion and fashion sourcing, I have however come to realise how much more that lays behind the reasons why I chose to wear this brand and how much more diverse the company’s product portfolio really is.

The first part of this paper is going to present a brief outline about the history of the company, the company’s market share and positioning. The main focus will however be on how they try to convey the message of meaning to its customers.

The second part presents a suggested sourcing plan for three different product lines, discussing routes, different natures of relationships and how to perform production activity control in the different types of manufacturing processes.

Part 1: Ralph Lauren - More than just a Brand
Company background
The Polo Empire began in the late 1960’s when the creator Ralph Lauren decided to create his own line of ties. At the start everything did however not go all smoothly. In the beginning Lauren


Bibliography: Asiaqualityfocus.com (2011) Factory Agreement based on Golden Sample? | Quality Control Blog. [online] Available at: http://www.asiaqualityfocus.com/blog/factory-agreement-golden-sample/ [Accessed: 21 May 2012]. Askmen.com (2012) Polo Ralph Lauren Shirt Custom-Fit - AskMen. [online] Available at: http://www.askmen.com/fashion/apparel/polo-ralph-lauren-shirt-custom-fit.html [Accessed: 21 May 2012]. Bokus.com (2011) New Rules Of Retail - Robin Lewis, Michael Dart - 9780230105720 | Bokus bokhandel. [online] Available at: http://www.bokus. Brandchannel.com (2011) Redefining the Luxury Concept | Uche Okonkwo | brandchannel.com. [online] Available at: http://www.brandchannel.com/papers_review.asp?sp_id=485 [Accessed: 21 May 2012]. Cabusinessadvisor.com (1999) Overdependence. [online] Available at: http://www.cabusinessadvisor.com/Mgmt/BusTraps/Overdep.htm [Accessed: 21 May 2012]. Chinasourcingblog.org (2012) The China Sourcing Blog: Supply Chain Archives. [online] Available at: http://www.chinasourcingblog.org/supply-chain/ [Accessed: 21 May 2012]. Ehow.com (2012) The History of Ralph Lauren | eHow.com. [online] Available at: http://www.ehow.com/about_5114046_history-ralph-lauren.html [Accessed: 21 May 2012]. Ehow.com (2011) How to Identify Bottlenecks in Manufacturing | eHow.com. [online] Available at: http://www.ehow.com/how_8536514_identify-bottlenecks-manufacturing.html [Accessed: 21 May 2012]. Executive-magazine.com (2009) Morocco - Where outsourcing is in. [online] Available at: http://www.executive-magazine.com/getarticle.php?article=11531 [Accessed: 21 May 2012]. Fundinguniverse.com (2003) Polo/Ralph Lauren Corporation -- Company History. [online] Available at: http://www.fundinguniverse.com/company-histories/PoloRalph-Lauren-Corporation-company-History.html [Accessed: 21 May 2012]. Girvin.com (2008) GIRVIN | Strategic Branding Blog | Ralph Lauren | Brand storytelling: transporting American visioning in hybrid media. [online] Available at: http://www.girvin.com/blog/?p=1850 [Accessed: 21 May 2012]. Infomat.com (2008) Ralph Lauren Fashion Designer Biography and profiles of fashion designers. [online] Available at: http://www.infomat.com/whoswho/ralphlauren.html [Accessed: 21 May 2012]. Investor.ralphlauren.com (2012) Investor.Polo.com. [online] Available at: http://investor.ralphlauren.com/ [Accessed: 21 May 2012]. Isidro, I. (2012) Understanding Your Target Market: Polo Ralph Lauren | Learning from Big Boys. [online] Available at: http://www.learningfrombigboys.com/2009/07/understanding-your-target-market-polo.html [Accessed: 21 May 2012]. Oprah.com (2011) Why Clothing Is More Than Just Clothes to Ralph Lauren - Oprah.com. [online] Available at: http://www.oprah.com/oprahshow/American-Icon-Ralph-Lauren-and-His-Fascinating-Family_2/9 [Accessed: 21 May 2012]. pmlogan (2008) Ralph Lauren 's Rivalry. [online] Available at: http://pmlogan.hubpages.com/hub/Ralph-Laurens-Rivalry [Accessed: 21 May 2012]. Ralphlauren.com (2012) Ralph Lauren: Shop Men 's & Women 's Clothing, Shirts, Shorts and Swimsuits.. [online] Available at: http://www.ralphlauren.com/home/index.jsp?ab=global_logo [Accessed: 21 May 2012]. Vimeo.com (2012) The Official Ralph Lauren 4D Experience - London on Vimeo. [online] Available at: http://vimeo.com/16723278 [Accessed: 21 May 2012]. Woodard, R. (2010) Asia holds the key to Ralph Lauren future. [online] Available at: http://www.just-style.com/analysis/asia-holds-the-key-to-ralph-lauren-future_id108523.aspx [Accessed: 21 May 2012].
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