Eoc-Chapter 3 Discussion Questions

Chapter 3
The History of A King: Ralph Lauren

1. Is Ralph Lauren a designer? Why or why not?

No Ralph Lauren is merchandiser. Lauren is the creative force behind his brand. He does not create patterns or sews the actual sample. “Ralph Lauren has dedicated 40 years of his life to the creation of his brand image.”

2. Where did Ralph work prior to working for him self? Why do you think this experience was beneficial for his career?

He worked for a Boston-based tie- manufacture, Rivetz. “Lauren was an average sales man, but he was an extraordinary manger.” I think the job was very beneficial for Lauren’s career as a manufacture, he learned the value of self-promotion within a brand. This key trait is what makes him successful today. Also becoming known in the New York garment industry really was a helpful protion to his career.

3. Currently how many division does Ralph Lauren operate under his name? Can you identify the target market for each division? Are they homogenous or diverse?

“He utilized self-promotion as a way to stand out above his peers and get attention from cleints.”

Ralph Lauren currently has over ten brands tied to his name. The target markets range from brand to brand, but they are modern men and woman middle class.

4. I really am not a fan for Ralph Laurens brand specifically, but than again I am not hi targeted market either. However I am a fan of his business strategies and how successful of a brander he truly is.

5. How has Ralph Lauren built on his original brand to create an empire and an almost unparalleled career in fashion? Can you think of someone else who compares to him?

Lauren has created his an empire from a brand. Calvin Klein is another great example of a person whom we can come pare Lauren to. Calvin Klein has created a brand within himself, that reflects on home, woman, men’s, and children.