hancock chapter 3
1. Is Ralph Lauren a designer? Why or why not?
Ralph Lauren is not a traditional designer; he is a merchandiser. Lauren is the conceptual genius behind his brand, not the person who drafts patterns, sews strips of fabric, or sits behind the computer-aided design (CAD) software program. As the kind of merchandising, he has total creative license to dream up ideas that influence his brand. His biography is a component of his brand; without Lauren, the man, the garments are worthless. Lauren has maintained control over every aspect of his business so that it perfectly reflects his vision.
2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?
Ralph Lauren first position was at Brooks Brothers in the late 1950’s. In the mid 196’s, Ralph Lauren took a position with a Boston- based tie manufacturer, Rivetz. Sources indicate that Lauren was an average salesman, but his appearance management was extraordinary. He utilized self-promotion as a way to stand above his peers and get attention from clients. Lauren’s unique style allowed him to gain sales and a reputation. Ralph Lauren became skilled at networking in the New York garment industry. In 1967, Beau Brummel, the Cincinnati- based tie firm, gave Ralph Lauren an opportunity to launch his own line of ties. His experience was definitely beneficial to his career as he looked into different aspects of the garment industry and he learnt about his customers which is very important and the key to success.
3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?
Ralph Lauren has over 15 divisions and each division has a clear target market. There are many divisions that Ralph Laurens operates such as for Men’s Brands: Polo Ralph Lauren, Black Label, Purple Label, Lauren Ralph Lauren, RLX, RRL, Denim & Supply. Women’s Brands: Collection, Black
Ralph Lauren is not a traditional designer; he is a merchandiser. Lauren is the conceptual genius behind his brand, not the person who drafts patterns, sews strips of fabric, or sits behind the computer-aided design (CAD) software program. As the kind of merchandising, he has total creative license to dream up ideas that influence his brand. His biography is a component of his brand; without Lauren, the man, the garments are worthless. Lauren has maintained control over every aspect of his business so that it perfectly reflects his vision.
2. Where did Ralph Lauren work prior to working for himself? Why do you think this experience was beneficial to his career?
Ralph Lauren first position was at Brooks Brothers in the late 1950’s. In the mid 196’s, Ralph Lauren took a position with a Boston- based tie manufacturer, Rivetz. Sources indicate that Lauren was an average salesman, but his appearance management was extraordinary. He utilized self-promotion as a way to stand above his peers and get attention from clients. Lauren’s unique style allowed him to gain sales and a reputation. Ralph Lauren became skilled at networking in the New York garment industry. In 1967, Beau Brummel, the Cincinnati- based tie firm, gave Ralph Lauren an opportunity to launch his own line of ties. His experience was definitely beneficial to his career as he looked into different aspects of the garment industry and he learnt about his customers which is very important and the key to success.
3. Currently, how many divisions does Ralph Lauren operate under his name? Can you identify the target market of each division? Are they homogenous or diverse?
Ralph Lauren has over 15 divisions and each division has a clear target market. There are many divisions that Ralph Laurens operates such as for Men’s Brands: Polo Ralph Lauren, Black Label, Purple Label, Lauren Ralph Lauren, RLX, RRL, Denim & Supply. Women’s Brands: Collection, Black