Ralph Lauren SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7155
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SWOT Analysis of Ralph Lauren with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ralph Lauren

Parent company

Ralph Lauren

Category

Apparel and accessories

Sector

Lifestyle and retail

Tagline/ slogan

World of Ralph Lauren

Usp

The company is known for its wide range of products ranging from home décor to clothing.

STP

Segment

Classy urban premium apparel and accessories

Target group

Men and women from the urban premium class

Positioning

One stop shop for home décor, clothing and accessories

SWOT Analysis

Strengths

1.The brand has various sub brands like Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren, Black Label, Blue Label, Lauren by Ralph Lauren etc each specializing into a product.

2.The company has a high brand recognition and customer loyalty

3. Polo Ralph Lauren has a low debt to capital ratio that provides financial strength, which allows for future growth.

4. The company reaches wide customer base through its relationship with large department stores from Europe to Asia and America.

5. Ralph Lauren's retail segment has nearly 330 retail and factory outlet stores worldwide, as well as the company's online store.

6.Ralph Lauren sponsors Wimbledon and dresses all of the line and ball girls and boys in their brand clothing, clearly showing the iconic and memorable horse design

7. Excellent advertising and branding makes it a high brand recall brand

Weaknesses

1.Being an international brand, fluctuating exchange rates have a substantial impact on sales and also piracy and fake imitations are an issue

2.The company has sometimes problems regarding operational control over its suppliers

Opportunities

1. Internet sales as a prime source of future growth can be looked by the company.

2.The company can concentrate on development of private labels with department stores

Threats

1. Similar products available in other brands thus switching cost is less.

2. Global currency fluctuations affect performance

3. Popular brands face an issue of fake imitations

Competition

Competitors

1.Tommy Hilfiger

2.Liz Claiborne

3.GAP



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