Ralph Lauren

Abstract Ralph Lauren Corporation (NYSE:RL) is well known in the apparel clothing field. The corporation engages in the design, marketing and distribution of lifestyle product. This analysis paper will illustrate the current financial situation and forecast the future free cash flow based on the previous financial statement and financial data collected. These information and forecast are served for the potential investor to have a general understanding of RL Corporation and make the right choice

living.” -Ralph Lauren “The clothes that I design and everything I’ve done is about life and how people live and how they want to live and how they dream they’ll live. That's what I do.” Ralph Lauren Company Overview Ralph Lauren was founded in 1967, by Chief Executive Officer and Chairman Ralph Lauren. It engages in the distribution premium lifestyle goods such as: Home goods, Apparel, and Accessories/Fragrances. Within the Ralph Lauren group are private brands, including Polo by Ralph Lauren, Club

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

Corporate Level Strategy For 50 years, Ralph Lauren 's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. However, in 2015, they reported a 5.3% drop in revenue from June 2014 to June 2015 (O 'Brien, 2015), and since then, the shares began a downward trend. To better understand their declining performance, the company then launched an internal review of their operations and determined that the main reasons for

Both brands offer versatility in merchandise as well as in locations. Ralph Lauren obtains various licenses and carries similar lifestyle image as Burberry. House of Fraser House of Fraser founded Baugur Group in 1849. The private department store offers home décor, apparel for all ages, accessories and electronics. The brand

Ralph Lauren Corporation has been in operation for more than 47 years (Ralph Lauren, n.d.). The company offers the general public variety of high-quality apparels, fashion accessories, eau de toilettes and household products (Ralph Lauren, n.d.). In 1960, the company started creating their brand by selling men’s apparel but it was not until 1970 that the company started selling women’s t-shirts (Ralph Lauren, n.d.). During this time, the company was only marketing its products in the United States

2.2 Competitors As mentioned earlier, Burberry positioned itself as functionality luxury by being a top global brand worldwide. Burberry not only have rivals which contend directly such as Louis Vuitton and Chanel but also indirectly such as Ralph Lauren and Calvin Klein which both having the same collections in lifestyles (Appendix 4). Louis Vuitton is one of the Burberry’s biggest yet strongest competitors in the field of fashion. It formes up its strategy by focusing on the customer trends

and choice in colors captivates those who enjoy striking photography. Unlike the Self Esteem and Secret Deodorant advertisements, which project a flirtatious and heavenly attitude, Ralph Lauren’s advertisement for the new scented hair collection portrays a model with a sexually suggestive attitude. Ralph Lauren, a clothing line known for its natural yet sexy look, attracts young females with the desire to be well-known. Although the photography appears rather simple and plain, the readers

“I think the American Dream is everybody’s dream.” When Ralph Lauren, the corporation, chose this quote from their respective patriarch as the basis for an advertisement in October 2017’s issue of Esquire Magazine, they were making a bold, blanket statement. They also made an assumption. While this advertisement uses many traditional American stereotypes, portraying a sense of optimism and nostalgia centered around civic nationalism, it makes a mistake in itsit’s overly broad appeals that render

manager to research the various investment opportunities available for my client to invest in. Ralph Lauren (RL), a publicly traded company on the New York Stock Exchange has been selected as the company for my client to