...Elements of Brand Equity in Ralph Lauren In the case of Ralph Lauren, the company managed to come up with various brand identifies ranging from logo and symbols, Unique Selling Proposition (USP), brand ambassadors and style among others .These identifiers facilitated in mapping the consumer brain with the main target being creating awareness and brand loyalty The first achievement that the company made was to successfully associate its product with the name ‘Ralph Lauren’. This became the brand name of the company and therefore consumers were capable of distinguishing its product among others. Secondly, as Keller (2008) notes in his work, the company adopted another brand identifier in its products line -the polo logo .This logo attained an appreciable position in the company’s brand equity considering the fact that polo sport was becoming so popular the year early 1970s majority of the sport lovers were therefore lured into associating the company’s product with the sport and they formed a market niche of some kind. Another form of brand equity that the company achieved was the imaging in terms of price. Besides, the company engaged in selling ties at a high price than the prevailing market price (Keller 2008). Thus it confused and deceived customers into believing that the higher price is due to the quality subsequently, the company applied the concept of brand ambassadors in marketing its products. This improved the company’s style of marketing and advertising as well shifting...
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...Ralph Lauren Polo Reward system This firm has adapted a reward system that will maximize employee performance alignment with Polo’s objective and promote fairness to the employees. Therefore, its reward system promotes implementation of organizational goals and compromises personal interests. It leads to motivation of active employees because they are rewarded higher than inactive employees. Clients argue that Ralph Lauren Polo employees possess customers’ relation’s skills because they are trained on selling clothes hence they are rewarded appropriately. Therefore, this system is effective and may lead to expansion of market share and retention of its employees (Spitzer, 2009). Ralph Lauren Polo Business environment The system delivers the value of performance to employees through aligning their goals to the reward system in order to center employees on organizational culture, perceptions and values. This involves positive feedback given by clients, which are compensated as bonuses or rewards. Polo’s reward system is consistent to the organizational culture to promote excellent reputation in the community because human resource is a feature of rewards system (Spitzer, 2009). This reward system equips Polo’s management with tools and strategies to reward employees according to the desired organizational culture. The organization culture of Polo is performance based to promote effectiveness of their reward system and fairness to the employees. This promotes...
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...It starts with an idea s t a g e s o f innovation Best Practices in Brand Extension: Effective Application of Brand Recognition BRAND EQUITY CAN BE DIVIDED INTO THREE COMPONENTS: EXPERTISE, EMOTIONAL ATTACHMENTS AND PRODUCT ATTRIBUTES Brand extensions are an effective and popular method of gaining a competitive advantage when entering a new product area. Consumers are faced with an increasingly complex and confusing marketplace. The ability of a brand to act as a mental shortcut for consumers, thereby simplifying the decision-making process, makes it one of, it not the, most important asset for a company. The ability of a brand to influence consumer behavior, and its subsequent value to companies, will increase as consumers face a growing amount of information in the marketplace. By placing a well-known brand on a new product, a company can imbue that product with all the positive associations of that brand, thereby giving it a competitive advantage. With some estimates of the failure rate for new products at 90%, the added value of being associated with a trusted brand can be critical to a new product’s survival. Given the increasing value of established brands and the difficulty in launching new products, the popularity of brand extensions is understandable. However, the brand extension process must be carefully planned in order to insure the value of the brand is successfully transferred to the extension without jeopardizing the brand’s equity. To do so, a company...
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...countries have experienced a rapid rise in Internet usage in recent history. China, in particular, has seen 40% of its population (or 500M people) connect to the Internet in the past 10 years, and continues to experience an increase in its user base. This large user base, coupled with a rise in wealthy households and per capita spending, is driving a dramatic increase in e-Commerce retail, specifically in the luxury goods space. Consumption of luxury goods in China has reached $9.4B in 2010, second only to Japan in the world. As luxury purchase rates continue to increase in China, luxury fashion brands are investing many resources to understand the customer, develop the market, establish the supply chain, and deliver the products. Polo Ralph Lauren (PRL), in order to continue its growth in China, is expanding aggressively through license reacquisitions and retail store developments. Furthermore, to provide its existing customers with additional products and enhanced services, and to capture consumers who live in cities without access to PRL's brick and mortar stores, PRL has set its vision to develop an e- Commerce business in China. This thesis provides a fundamental understanding of PRL's current business operations and of current e-Commerce fulfillment models for luxury apparel brands in China. An assessment of gaps was also conducted between current fulfillment operations of PRL and those of other luxury brands and 3PLs operating in China, specifically on delivery lead-time, last...
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...Faced with death, war and major insecurities, Satrapi’s childhood presents itself in a manner like none other. Marjie grows up in a family of left-wing intellectuals who suffered under the reign of the Shah and his dictatorship and later the triumphant Islamic revolutionaries. We see through the first half of the book that the viewpoint is that of a young girl trying to make sense of the difficult world around her, whereas in the second half of the book, we are looking through the eyes of a young adult trying to make sense of who she really is. The political history that dominates the history of Iran includes depictions of war, torture and execution. Marjie’s faith is something that is seemingly important throughout every season of her life. Throughout her trying girlhood, she takes an impetuous stand and declares in the beginning that she will become a prophet. She shows depictions of an elderly face that is a representation of how she sees God and lets us in on some of the conversations that take place between them. She goes on to depict two figures, Marx and Descartes, and she seems to favor Marx a bit more. We also notice that in her drawings and visions, her depictions of God and Marx are extremely similar with long, flowing, white beards. As a young girl in school, it became obligatory for girls to wear the veil. The young girls do not like this and at this time do not understand the need to wear it. They complain about how hot it is and openly play with them – jumping rope...
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...She was so confused and she felt so low. Going into work the next day, she was still weeping over what happened. The last thing she wanted to do was face her co-workers and customers. She spent most of her shift in the bathroom crying. She tried calling other co-workers to see if they could cover her shift, but it was on a Saturday, so she knew no one would be willing to take it. When she faced people, she tried her hardest to wipe the tears away and keep a fake smile. During her shift, there was a group of friends who came in. Working at the register, she took their order. When Sarah and her co-worker Lauren brought them their food. One guy apologized to Lauren and said, “I’m sorry, I could not stop staring at your friend,” while getting up and introducing himself to Sarah. Her face turned red like a tomato when he offered his hand(*). On the other side of her, Lauren started to giggle. While walking back to the restaurant’s lobby she whispered to Sarah, “Maybe this is your time to move on.” Sarah just kept on walking with a smile creeping up on the side of her face. She looked at the guy who introduced himself to her as Ryan. He was a very attractive man, tall, and had great style. As she was cleaning in the dining room, she could see him gaze at her like a guy who just met his future wife. (*)She didn’t think much of it. Although it made her feel good that she was getting attention from another man, she was still crushed over what happened with her and her ex-boyfriend...
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...The one Miguel Street The Novel itself. In this close community, characters search for an identity which will be respected by the Street. Bogart, for example—the first character whose life is explored in the novel—has made himself popular by the mysterious self he has created, a tailor who never sews, an imitation Humphrey Bogart who disappears from time to time and returns with elaborate accounts of his adventures, every time more like an American gangster, expansive but chilling. Witself. In this close community, characters search for an identity which will be respected by the Street. Bogart, for example—the first character whose life is explored in the novel—has made himself popular by the mysterious self he has created, a tailor who never sews, an imitation Humphrey Bogart who disappears from time to time and returns with elaborate accounts of his adventures, every time more like an American gangster, expansive but chilling. When Bogart is arrested for bigamy, his real problem becomes clear. Unable to father a child with his Tunapuna wife, he has impregnated a girl in Caroni; forced to marry the Caroni girl, he has returned to Miguel Street and to the men whom he can impress. Having proven his virility to himself, Bogart can act like Bogart. Unfortunately, he has had to commit bigamy in order‘to do so, and even on Miguel Street, he is not safe from the law. Hat understands why Bogart returned to Miguel Street: “To be a man, among we men.” For Popo,... hen Bogart...
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...Part Two This assignment will provide a justification of the scheme of work created. The scheme of work has closely linked two foundation subjects together, these are geography and art and design. Together, these compliment and enrich the children’s learning through a Take One approach. Take One Methodology begins with an initial stimuli chosen, in the scheme of work created this is a Dutch landscape painting which can be found in the Walker Art Gallery, (See Appendix One.) Using a stimuli is something which Bloomfield, (2000:138) supports, as they ‘are used to enhance children’s understanding.’ From this a plan of potential lines of enquiry should be created around the artefact chosen, (see Appendix Two.) This helps the practitioner to select one key line of enquiry, and from this, clear connections between subjects can be identified. This promotes cross-curricular learning, however Barnes, (2007:245) states that ‘cross curricular teaching is risky.’ This is something which Webb, (1996:93) identifies; however there are ‘no magical formula[s] for incorporating a crucial cross-curricular theme.’ Previous experience has shown that cross curricular practice will come when a wealth of experience and confidence is gained. The two subjects linked within the scheme of work are geography and art and design. Linking these together is something which Bloomfield, (2000:123) identifies as beneficial as ‘geographical understanding can be expressed artistically.’ It is believed by Althouse...
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...Overview Burberry is a fashion and luxury company which creation remounts to 1856, when Thomas Burberry opened a draper’s shop in Basingstoke, England. Burberry-lined trench coats, worn by British soldiers in WWI, became a company icon. This brand was highly dependent on licensing and distribution arrangements and had a narrow set of products. Around 1980s the company started making losses because of its old-fashioned products, so in 1997 Rose Marie Bravo assumed the leadership of the company. Bravo and her team had a main objective that was to revitalize the brand, updating the product line, expanding the brand portfolio and creating new advertisement campaigns. Question 1 - Marketing Situation Company: Burberry is a company that nowadays sells a wide range of luxury products; they sell from apparel to accessories as handbags, shoes, hats, ties, and so on, and to licensed products as fragrances or eyewear. The brand is known for its heritage, history and functionality. Burberry wanted to create the image of an accessible luxury. In the 1920s Burberry was introduced as a registered trademark, and was seen as a symbol of luxury and durability, after that by the 1990s Burberry was sold to a British company, Great Universal Stores Plc. (GUS) and by the 1970s GUS management agreed to license the brand in Japan. The product started to grow worldwide, but due to the fact that a wide range of product categories become licensed the products began to vary across markets (price, design...
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...to the shift preferences of customers. (page 4) 4. “The view that an industry is a customer satisfying process, not a goods-purchasing process”(page 19) 5. Growing population and mass production is never a guarantee to increase revenue (page 5) Although Ralph Lauren has a solid foundation and understanding of customer’s style and want at the age bracket of 35 and up, he has yet to solidify a lasting name brand for younger age bracket. Through the discontinued brands such as Polo Jeans and Rugby brand, each attempt by Ralph Lauren did not have a lasting impression. The company’s style is greatly influenced by Ralph Lauren himself. At the age of 75, he still has the last say on what is in and what goes out of lines of product. He determines what is in style with his brand and what which style seems uncharacteristic with Ralph Lauren. According to Levitt on “Without a very sophisticated eye on the customer, most of their new products might have been wrong, their sales methods useless.” (page 2). Ralph Lauren’s view of a younger generation’s style may not be inside the “The world of Ralph Lauren”. The distinct preference of someone at the age level of late teens and early twenties might be large that Ralph Lauren would need to go outside its “world” to connect with younger consumers. In the other hand, to Levitt’s point of exclusion of a product could be a better plan for the company. If the style of the company only makes sense to an older age group, the company should...
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...Ralph Lauren Demetria Moore Management 521 September 29, 2011 Machelle Thompson Strategic Initiatives Ralph Lauren’s commitment to originality enabled the company to satisfy customers and gain a global market share. As on of the world leading marketer, Ralph Lauren possesses one of the strongest global brand names recognized in today’s retail industry. The company strategically aspires to develop and increase globally. Ralph Lauren took control of the companies in Asia to benefit from opportunities in up-and-coming markets, for example China, South Korea, and India. Foreign companies are growing interest in luxury markets. Wealthy people in China are willing to spend money on expensive clothing and gaining a desire for luxury product. China’s retail sales have been rising as a household income inspires spending on cars, furniture, and clothing. Asia is the largest target for luxury brands, reporting more sales than any other region. Sales across the world have increased as the strength of the global economy helps consumers in Asia, and China. Consumers spending behavior may reduce because of an increase in fuel, high levels of unemployment, high debts levels may have a negative affect on their income and the company’s growth and profitability will decrease. To retain the existing market share, Ralph Lauren may have to reduce its sales prices, which could affect its margins. Some strategic changes on how to manage Ralph Laurens products is to have direct control over...
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...Ralph Lauren was born by the name of Ralph Lipschitz in New York City on October 14, 1939. He grew up in Bronx, New York City. After high school, he took business classes at night school and worked in sales by day. While working for a tie company, he was inspired to begin designing his own neckwear, and in 1967 he went into business for himself, changing his last name to Lauren and marketing his unique line of ties under the name of Polo. From the inception of his brand, Lauren’s creations were characterized by a moneyed style that evoked the look of English aristocracy, as adapted by the sporty, East-Coast American elite. His first menswear line in 1968 featured classic tweed suits, and his first suits women’s wear line in 1971 continued his explorations of classic tailoring and good taste, but with a feminine twist. In 1972 Lauren debuted what would become his signature piece: the mesh sport shirt, available in a variety of colours and featuring his trademark emblem of the most aristocratic of athletes, the polo player. The Ralph Lauren style became a nationwide phenomenon after he dressed the male actors in the 1974 film adaptation of The Great Gatsby in clothing from his current line. The film's evocation of the lost, elegant era of F. Scott Fitzgerald provided a perfect vehicle for Lauren's classic, sometimes nostalgic, vision. The designer received further attention when he created the clothing for Annie Hall (1977), in which Woody Allen sported traditional oxford button-down...
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...------------------------------------------------- HOW IT WORKS? …….I unroll that and discover seven loose audiotapes. Each tape has a dark blue number painted in the upper right-hand corner,possibly with nail polish. Each side has its own number. One and two on the first tape,three and four on the next,five and six,and so on. The last tape has thirteen on one side,but nothing on the back Hello,boys and girls. Hannah Baker here. Live and in stereo. No return engagements. No encore. And this time,absolutely no requests. I hope you’re ready,because I’m about to tell you the story of my life. More specifically why my life ended. And if you’re listening to these tapes,you’re one of the reasons why: I’m not saying which tape brings you into the story, But fear not,if you received this lovely little box,your name will pop up… I promise. The rules are pretty simple. There are only two. Rule number one: You listen. Rule number two: You pass it on. Hopefully,neither one will be easy for you. When you’re done listening to all thirteen sides-because there are thirteen sides to every story-rewind the tape,put them back in the box and pass them on to whoever follows your little tale. And you,lucky number thirteen,you can take the tapes straight to hell. Depending on your religion,maybe I’ll see you there. In case you’re tempted to break the rules,understand that I did make a copy of these tapes. These copies will be released in a very public manner if this package doesn't...
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... fashion is becoming a thing for over-50 men, appearance is becoming more important to the mature population. The high street is bringing back old fashions that were enjoyed 30 years ago and are still enjoyed today and if you don’t enjoy shopping as a man, there’s always the rise of the internet. Being over 50 doesn’t mean you have to start shopping in supermarkets for your clothing, you want to go back to your youth, without looking like you’re trying to be a teenager. Shops are stocking clothes that are more suitable for mature men. It’s possible to find a vintage looking casual jacket to bring you back to your youth. Suddenly, the older generation are being seen in high street stores that the youthful fashion victims are: Next, Ralph Lauren and Fred Perry are all examples of these. Finally, these clothes are appealing to a wider range of people. Buying clothes from TU at Sainsbury’s and George at Asda is no more and it is more possible to buy clothes that suit everyone needs. Models over 50 are becoming more and more noticed within the high street. Campaigns have been set up using these models in order to increase the customer awareness as well as draw more of the generation in. As our generation grew older, we took less interest in our appearance and more about leisure and taking care of our families. However now fashion has turned and is going back to its old vintage routes, we have took more notice in our...
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...that the major houses are introducing. Then, by using their information system, which are linked to their supplier and the low cost manufacturers the company uses abroad, they can create a new collection in only five weeks and these clothes can then be made in a week and delivery to stores soon after where major fashion houses take six or more month for design. IT also gives Zara instant feedback on which of its clothes are selling well and which countries. Question 2. How has Zara’s business model changed the nature of industry competition? Zara’s business model changed the nature of industry competition like many of other design and retail companies have awakened to the threat posed by companies like Zara. Clothing designer like Ralph Lauren and Tommy Hilfiger have been forced to adopt similar approaches, bringing out new clothes collections several times a year and instituting price markdowns to sell inventory quickly. Question 3. What new strategies have emerged in the fashion industry as a result? Answer - Increasingly, many companies are realizing that a competitive advantage and superior profitable cannot be maintained by brand image alone, all clothing companies must learn to use new strategies to defend their differentiated appeal, something that can be easily or quickly lost in today’s fast-changing global marketplace. Case 2 – (The new HP gets up to speed) Question 1. What kind of multibusiness model is HP pursuing? The new HP is a leading global multibusiness...
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