Polo Ralph Lauren SWOT Analysis, USP & Competitors

Polo Ralph Lauren

Parent Company

Ralph Lauren

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Get Involved volunteer exceed

USP

Quality products

Polo Ralph Lauren STP

Segment

Fashion conscious men and women.

Target Group

Urban upper and upper middle class families.

Positioning

Complete fashionable lifestyle brand.

Polo Ralph Lauren SWOT Analysis

Strengths

1.The network of Ralph Lauren's retail stores focuses on showcasing the "World of Ralph Lauren" by offering a wide selection of luxury products to customers.
2. Polo Ralph Lauren is a leading global player in the design, distribution and marketing of lifestyle products such as men’s, women’s and children’s apparel, accessories, fragrances and home furnishing. 
3. Ralph Lauren's retail arm operates through a chain of over 325 retail and factory outlet stores, in addition to the company's online store.
4. Its marketing campaign in Europe which involved 4D mapping was the most innovative marketing campaign

Weaknesses

1.  Lawsuit by Levis affected brand image
2. Fake imitations and replica products affecting margins and sales
3. The cost margins for the brand are unstable due to buying and selling in different currencies

Opportunities

1. Foray in emerging markets like India with FDI in retail opening up
2. The brand can drive more growth and sales through e-tailing
3.The private label partnership would enable the brand get into important tie-ups which is a must for future growth

Threats

1. The bargaining power of suppliers is more in case of Polo because a large section of the revenues come from strategic licenses over which the company has no operational control
2.Changes in exchange rates can cause a serious concern related to foot-traffic and will affect prices
3.The highly fragmented fashion industry ensures that there is high bargaining power of buyers

Polo Ralph Lauren Competition

Competitors

1. Diesel
2.Armani Exchange
3.US Polo