패션리테일링 Ralph Lauren 마케팅 전략(영문)

패션리테일링 Ralph Lauren 마케팅 전략(영문) [패션리테일링] Ralph Lauren 마케팅 전략(영문).docx 목차 목 차 I.Introduction II.Methodology III.Fashion Retailer Overview a)Global b)Korea IV.Competitor Analysis Traditional Market Competitor Analysis a) Bean Pole b)Lacoste Retail Mix c)Hazzys Luxury Market Competitor Analysis a)PRADA b)Armani c)Paul Smith V. Positioning of Ralph Lauren V.Retail Strategy Development Retail Mix: Customer Service Location Price Merchandising Assortment Communication Mix Store design and display VI.Conclusion Appendix: References 본문 III.Fashion Retailer Overview a)Global Polo Ralph Lauren Inc. is an American fashion company founded by American designer Ralph Lauren in 1967 (RL 10-K, 2010). Ralph Lauren’s products reflect a “timeless and innovative American style.” The Company’s consistent emphasis on innovative and distinctive designs has been an important contributor to the prominence, strength and reputation of the Polo/Ralph Lauren brands (Annual Report, 2009). Ralph Lauren is made up of three integrated operations: wholesale, retail and licensing. Polo’s wholesale business is divided into two groups: Polo brands and Ralph Lauren Collection brands. The Polo brand group operates, distributes and markets Polo by Ralph Lauren, Polo Sport, Ralph Lauren Polo Sport, RLX Polo Sport and Polo Golf. As of 2009, Ralph Lauren or their licensing partners operate 163 full-price and 163 outlet/factory stores around the world (including Club Monaco and Rugby stores). The companys flagship store is located in the former Rhinelander Mansion on Madison Avenue in New York City. Other flagship stores are located in Chicago, East Hampton, London, Miami, Milan, Palm Beach, and Tokyo (Ralph Lauren Store Locations, 2010). Ralph Lauren is one of the largest retailers in the United States with revenues reaching $4.2 billion in 2007 (Fortune 500, 2008). Ralph Lauren has been globalized early and outsources products efficiently helping its Net Revenue grow steadily (see appendix). Ralph Lauren Company has many brand lines (Men’s, women’s, children, accessories, fragrance, and home collection). These various categories help to achieve the goal of the company to make a family life style. The sales amount of men’s apparel is the biggest, accounting for 44 percent. Ralph Lauren has many apparel brand lines too, from relatively low price brand ‘Polo’ to high-end luxury brand ‘Ralph Lauren Collection, and from kids and adults. And 8 brands are launched in Korea among all of Ralph Lauren brands, 7 brands are apparel brands and the other is home collection. b)Korea Ralph Lauren entered the Korean market in 1986. As the entry mode, licensing was used. Doosan Corporation, the licensee of Polo Ralph Lauren, has been distributing Polo Ralph Lauren’s products through 175 stores for the past 12 years. The Company considers South Korea as one of its key markets because the sales amount of Korea is estimated at 4% of the whole and is the second largest amount in Asia. Therefore, the gain of direct control in South Korea is a significant step 본문내용 panding luxury market in Korea, it is without a doubt that more and more luxury brands are coming into the country with the expectation to increase revenue. Ralph Lauren, although having entered the market some 25 years ago, is not any different but has yet to establish its ‘luxury image’ to the Korean society. Ralph Lauren still needs to get rid of its dangerously ‘fixed’ image of being a sports/ 참고문헌 References Dickson Concepts International Ltd. Annual Report (2010). Scent, B (2009). Article: “Dickson may lose its shirt as top brands go it alone”. The Evening Standard, 2009 Cheng. WG (2009). Ralph Lauren May Open Up to 15 China Stores Yearly. (Article) Bloomberg Businessweek. August 31, 2009 http://www.hoovers.com/company/Dickson_Concepts_(International)_Limited/rfcshyi-1.html GLOBAL RETAIL FREEVIEW: A free synopsis of global retail news and opinion October 28, 2010, Verdict part of the Datamonitor group. Wing-Gar Cheng, (2009) Bloomberg Businessweek, George Hrdina, president of Ralph Lauren’s Asian business, said in an interview in Hong Kong. Ralph Lauren May Open Up to 15 China Stores Yearly (Update3). Fallon, J (1985) Article: Lauren licenses Sears PLC to open UK Polo chain. (Ralph Lauren) Article from: Daily News Record Article date: November 22, 1985 Fortune 500, Retrieved from http://money.cnn.com/magazines/fortune/fortune500/2008/snapshots/10652.html Ralph Lauren Investor Relations, retrieved from www.ralphlauren.com http://about.polo.com/history/history.asp Ralph Lauren Store Locations, Retrieved from http://www.RalphLauren.com NEW YORK-(BUSINESS WIRE) Oct. 15, (2002) The RL 10-Q filed Feb 5, 2009 The RL 10-K filed June 2, 2010 브랜드경쟁력 [고급캐주얼]. Joongang Dailiy. 28 Feb. 2011. Web. 30 May 2011. PRADA official homepage, http://www.prada.com Paul Smith official homepage, http://www.paulsmith.co.uk Armani official homepage, www.giorgioarmani.com 대전일보, 날개 단 명품 유통업계 “명품 잡아라”, 2011.04.29 경제LIVE, 국내 프리미엄 생수 시장 접수 앞둔 외국 생수 ‘26개국서 수입, 2010.04.05 조선일보, 패션에 ‘위트’를 입힌 세계적 디자이너 폴 스미스, 2010.12.25