Ralph Lauren: Master Brand Manager develops line for mid market J. C. Penney-by Eli

Ralph Lauren, the master brand manager of fashion, is launching a new brand and line of clothing for mid market retailer J. C. Penney, called "American Living".

Will this move undermine the Polo mystique? Unlikely.

Although Ralph Lauren and his myriad brands including Polo exude very high-end luxury, the bulk of the company's revenue comes from lower priced merchandise like "Chaps". So how does Ralph do it...maintaining the luxury positioning with so many lower market offerings?

Ralph Lauren has spent millions over several decades to promote his highest priced super luxury products including his "Black Label" line and the halo impact from that brand helps elevate the entire product line. Few if any other fashion brands have been able to accomplish what he has. Mr. Lauren's obsessive focus on his own personal brand and super luxurious lifestyle has also contributed to maintaining the brand "mystique" which has all along been nothing but a finely crafted facade seemingly portraying Mr. Lauren and his family as "old money" WASPS from New England, (vs. the lower middle class Jewish kid from the Bronx).

Although Lauren sells products in Costco, Kohl's and other discounters and owns numerous outlet stores none of the brands sold at these lower end retailers carry the Lauren or Polo brand names, yet mid market consumers readily know that products like "Chaps" are made by Ralph Lauren and feel they are getting a top brand at bargain prices.

Ralph Lauren is a brilliant marketer of a well orchestrated and finely tuned brand empire that continues to be an example many fashions companies try to emulate, most unsuccessfully.

Watching out for you everyday.

Eli

Comments

[Dan Schawbel]

Targeting lifestyles is very smart now in days.

Good post.