ralph lauren
TRANSCRIPT
THE BRAND POSITIONING
STATEMENT
• Ready-to-wear American brand based on quality,
style, elegance and luxury.• Ralph Lauren illustrates the American culture
through its collections.
THE IDENTITY PRISMPhysical :
PoloShirt materialWoodLogoBoston mansion house
Relationship : Social Distinctiveness Exclusive
Reflection : C
omfortableNice, rich, ideal son-in-lawSelf-assuredDynamic, proudBCBG legendary sophisticationYoung person of good social standing
THE IDENTITY PRISMPersonality :
Discreet / no show offAuthentic and trueSelf-assuredLoyal Culture :
American way of lifeWasp Kennedy clan Boston elitism Luxury Craftsmanship Elegance
Self-Image : TimelessClassical elegance Elite member Refined taste
1. THE FIGURATIVE ELEMENTS
• Colors and materials :– Natural colors : beige, brown, dark blue, black,
dark green /All pantones for the polos– Noble materials : tweed, cashmere, wool, silk, cotton
• Product design : structured shapes, thin stripes, plain colors• Brand representative icons: Polo, Rugby, Sailing, Aristocracy
2. THE NARRATIVE ARTICULATION :
STORY • Lifestyle brand which proposes a real way of life• The collections remind the American
dream and explains asociologic identity• It started with two stories :
•The “WASP” : a determined social group, the Kennedy clan, American dynasties• TheWestern: cow-boys, the conquest
of the west, golddiggers
2. THE NARRATIVE ARTICULATION:
COMMUNICATION • The American Lifestyle :
• The clothes and the brand name :
• Tone : Noble, serious, sophisticated, restrained
3. THE NARRATIVE SCHEME OR
GENETIC • Vision : make the ideal life seem palpable with
timelessdesigns. Make the American dream come true
• Mission: being a standard of the American style with noble materials and providing quality products
• Ethic : style, luxury, long term• Skills : respect the American culture, its know-
how drawn from Ralph Lauren’s passions : sports, movies and traditional clothes
3. THE NARRATIVE SCHEME OR
GENETIC • Values: timeless elegance, never out of
fashion, authenticity, originality