Decade 70’s and Marketing strategy
of Ralph Lauren
Submitted to:
Ms. Susmita Das Pal
National Institute of Fashion Technology – Mumbai
Submitted by
Ashish Singh | Bhavik Gandhi |Kanika Jain
Namrata Momaya |Poorna Doshi | Shabri Wable
1970s Art- Neo-expressionism
• Neo-expressionism - Neo-expressionists returned to portraying recognizable objects, such as the human body (although sometimes in a virtually abstract manner), in a rough and violently emotional way using vivid colours and banal colour harmonies.
1970s- Fabric Art & Graphic Art
• Use of Vivid and bright colours
1970s- Advertisements
1970s- Magazines
1970s- Photography
People Centric Photography
World Trends
• the Arab-Israeli war of 1973
• oil shock of 1973
• Bretton Woods system of international economic stabilisation
• effect of the contraceptive pill on social dynamics
• increasingly flexible and varied gender roles for women in industrialised societies
Economy
• Great Depression
• Vietnam war
• Stagflation
• Oil crisis
Social
• Environmentalism - April 22, 1970, the United States celebrated its first Earth Day
• Feminism - Equal Rights Amendment
• Civil rights - the African American Civil Rights Movement had achieved its main goals
Fashion
• Disco
• Punk
• Hippie
FASHION
• Loose ruffled dresses
• Bell-bottoms
• Platform shoes
• Swirling and dizzying patterns
• Loud colors
• Vests
1970’s
• Disco Style (lame’ fabrics, leopard prints, jumpsuits)
• Punk Fashion (Doc Marten shoes, safety pins, chains, frayed clothing)
• Feminist Movement (Women wearing pantsuits)
Polo Ralph Lauren – The American Designer
• Ralph started his fashion sense at the age of 12
• 1967 Ralph went into a business of his own.
• 1st men’s line came out in 1968
• 1st women’s line came out in 1971
External Environment
• Anti establishment, Anti War – Hippies
• Work hard and Party hard - Saturday Night Fewer – Disco
• Punk
• Ethnic Influences – Celebration of ethnic race
• Anti fashion movement
Fashion Movement
• Trickle Up Theory
It is clear from the major cultural influences and major events that the movement of fashion was from the street fashion to upper society.
Decade for Ralph Lauren
• 1970
“I’m not a fashion person. I’m anti-fashion. I don’t like to be part of that world. It’s too transient. I have never been influenced by it. I’m interested in longevity, timelessness, style—not fashion.”
Ralph Lauren wins his first Coty Award for Menswear. (The Coty Awards became the Council of Fashion Designers of America/CFDA Awards.)
1971
• The 1970s open with the introduction of Ralph Lauren womenswear.
• Lauren creates a daring line of men’s tailored shirts for women—reinventing a classic men’s look for women’s style.
1972
• Polo’s original mesh shirt with the polo player logo is introduced in 24 colors
1974
• The legendary pink suit that Lauren designs for Gatsby epitomizes 1920s style—and its popularity led to a major revival of Ralph Lauren’s designs inspired by that time period.
1975
• Ralph Lauren wins the American Fashion Award
1977
• Ralph Lauren enters the Coty Hall of Fame for Womenswear
STP for Ralph Lauren
• Segment - Ralph Lauren brand launched in 1969, it would be appropriate to cover American Market and then later to cover the world
• Target - The target for the Ralph Lauren would be the Middle Class and Upper segment
• Position - Ralph Lauren will be positioned as the Brands for the Youth’s of America
Marketing Mix
• Product
Shirts, Classic Polo, Shirt, Casual Shirts, Trouser, Jeans, Chambray, Chinos, Tweed, Suits, Oxfords, Accessories, Fragrances
Women Wear - rugged shearling, vests, rancher’s jackets, prairie skirts, fringed, buckskin
Marketing Mix
• Price
Shirt - $18 - $ 55
Jackets - S30 - $ 70
Trouser - $25 - $ 65
Women Wear - $25 - $ 90
Marketing Mix
• Place
The Polo Ralph Lauren Brand would be available on exclusive stores
Marketing Mix
• Promotion
Promotion would be mainly advertisement in Magazines. Promotion through movies like “Gatsby”.Promotion through various awards like “Coty”.Sales promotion.Promotions through innovating ideas like starting first Women wear brand and stores.
Marketing Mix