Ralph Lauren RTW SS13 Analysis

Anna anisimova | Merchandising & Pricing | Product design & Development | assignment - 10/09/2013
© milano fashion institute

Ralph LAUREN SS13 r2w | prOCESS MAPPING | 1
Branding, merchandise, and licensing
Ralph Lauren Corporation engages in the design, marketing, and distribution
of lifestyle products. It offers apparel products, including a range of men’s,
women’s, and children’s clothing; accessories comprising footwear, eyewear,
watches, fine jewelry, hats, belts, and leather goods, such as handbags and
luggage; home products consisting of bedding and bath products, furniture,
fabric and wallpaper, paint, tabletop and giftware; and fragrance products.
The company sells its products primarily under Polo Ralph Lauren, Purple
Label, Ralph Lauren Women’s Collection, Black Label, Blue Label, Lauren
by Ralph Lauren, RRL, RLX Ralph Lauren, Denim & Supply Ralph Lauren,
Rugby, Ralph Lauren, Ralph Lauren Childrenswear, American Living, Chaps,
and Club Monaco brand names.
Ralph Lauren Corporation sells its products through department stores, spe-
cialty stores, golf and pro shops, as well as company owned and licensed
retail stores, and concessions-based shop-within-shops, and e-commerce
Websites. The company also sells its apparel, home, and other products
through licensing alliances. As of March 31, 2012, the company operated 379
retail stores, 474 concessions-based shop-within-shops, and 6 e-commerce
Websites. It has operations in the Americas, Europe, and Asia. The com-
pany was formerly known as Polo Ralph Lauren Corporation and changed its
name to Ralph Lauren Corporation in August 2011. Ralph Lauren Corpora-
tion was founded in 1967 and is based in New York, New York.
Today, Ralph Lauren Corporation produces clothing, accessories, footwear,
fragrances, and furniture all marketed under its portfolio of various brands.
Under the Ralph Lauren umbrella:
*Mens brands: Polo Ralph Lauren, Black Label, Purple Label, RLX
(launched in 2008), RRL, Denim & Supply; and there is also Big & Tall,
Golf sportswear (launched in 1998), and Tennis sportswear.
*Women’s brands: Collection (a high-end line presented on the runway
during New York Fashion Week), Black Label, Blue Label (launched in
2002), RLX (launched in 2008), Lauren Ralph Lauren, Denim & Supply;
and there is also Golf and Tennis sportswear.
*Ralph Lauren Childrenswear
*Baby Ralph Lauren
*Ralph Lauren Home (an extensive collection of bedding and bath textiles
and other home accessories)
*Denim & Supply
Subsidiary fashion brands of Ralph Lauren Corporation:
*Club Monaco
*Chaps
*American Living
*Retired lines:
*Polo Sport
*Polo Denim
*Ralph Lauren Jeans Co.
*Blue Label (mens)
*Rugby Ralph Lauren (for younger consumers)
The company also operates the restaurants under the RL branding and un-
der the Rugby Ralph Lauren branding.
RL COrporation

CALIFORNIA TRANSPARENCY ACT
Ralph Lauren Corporation and its subsidiaries has built its brand around the
consistent production of high quality products, from apparel and home fur-
nishings to fragrances and accessories, and its commitment to conducting
business according to the highest ethical and legal standards.
We require all vendors, factories, and contractors to adhere to our Operat-
ing Guidelines that we provide to each of them, which set forth our busi-
ness, legal and ethical standards in the following areas: occupational health
and safety, fair wages and benefits, work hours, transparent record keep-
ing practices, freedom of association, sub-contracting, customs compliance,
product safety, conflicts of interest, anti-bribery, environmental sustainability,
and prohibitions on child labor, forced labor, prison labor, discrimination, and
harassment.
Ralph Lauren Corporation supports the California Transparency in Supply
Chains Act of 2010.
Ralph Lauren Corporation requires all of its suppliers to prohibit the hiring of
slave labor and prevent practices that could contribute to human trafficking.
... ITALY, PHILIPINES, CHINA, TUNISIA, E.EUROPE...etc
Transparency

SUPPLY CHAIN
RL has three major divisions. It ba-
sically designs and markets apparel
and accessories, home furnishings,
and fragrances.
The firm has 3 business segments:
wholesale
(53% of total 2012 revenues),
retail (44%), and
licensing (3%).*
25% of their revenues were earned
in international regions outside of the
US and Canada.
*RLCorporation Annual report, 2012.
The firm does not own or operate any production facilities. They also source
their finished products (manufactured and fully assembled products) and
their raw materials that include fabric, buttons, and other trim. They hire inde-
pendent contractors for the manufacture of their products.
E.g. In 2008, they hired over 400 different manufacturers to produce their
products, and generally shipped to their warehouse located in the US and
Europe. In 2008, less of 2% of dollar volume were produced in the US. Their
products were primarily produced in Asia, mostly in China, Hong Kong, Indo-
nesia, Macau, Philippines, and Sri Lanka.
Their production by independent manufactures is closely supervised by per-
sonnel at their global manufacturing division and buying agents to ensure
that the firm high quality standards (they adopt vendor certification and com-
pliance programs to ensure their standards) are maintained. Their production
and quality control staff ensure that any quality problems are corrected and
handled prior to shipment to the warehouse. (Corporate Annual Report, op.
cit).

Ralph LAUREN SS13 r2w | STYLE’S CODE ANALYSIS | 2
personality

iconic
color mix assortment mix quality features
- ceremony gowns always present

iconic
silhouettes
Comments:
- slim, femminine
- waist line is underlined
- flairing/draping effects
- clean lines
- classical lengths
- iconic fittings

Ralph LAUREN SS13 r2w | tREND AND MOOD VISUALISATION | 3
Ralph Lauren tweeted a picture from his show this morning, writing, “I am forever
inspired by far away exotic places. I may never have been there, but in my imagina-
tion it is real.” The exotic place in question for Spring could’ve been Spain or Latin
America. Matador suits, serapes, ruffles, fringe—they all got the Lauren treatment.
Playing with black, white, red, and turquoise—the colors found in those serapes—
he started with soft tailoring in suede, some of which was accented with tooled
leather details. Shawls and ponchos turned up in various forms, and dresses and
skirts were hand-crocheted. Scarves knotted at the neck, glass bead necklaces, and
studded leather mailbags completed the vivid picture.
If the beginning of the show sometimes felt like a costume drama, Lauren didn’t
fail to deliver real-life chic. A double-breasted white suit looked sharp, and a trio of
kicky silk jersey dresses will play well with the social set in New York and beyond.
But this collection really came to life when Joan Smalls glided down the runway
in a black and white halter-neck evening dress. The dozen or so numbers that fol-
lowed were all pretty much flawless, but a few in particular caught the eye: Lais
Ribeiro’s ivory silk V-neck gown with the red rose at one hip, Bette’s black satin
column with strands of jet beads draped across the back, Frida Gustavsson’s white
cotton shirt and flouncy organza skirt. Front-row guests Jessica Alba and Olivia
Wilde would be lucky to wear any one of them.
SEPTEMBER 13, 2012
NEW YORK
By Nicole Phelps

Southwest
romantic
new
bohemian
Modern
matador
Spanish
rose
| Inspiration

Ralph LAUREN SS13 r2w | COLLECTION ANALYSIS AND MERCH.PLAN SIMULATION | 4
Merch.PLAN
See Excel file

product material Occ.of use price
COLOR mix

assortment MIX
See Excel file

See Excel file

leisure
Formal day Formal eve
work
formal casual informalinformal sport formal
inFormal day
special occ.
inFormal eve
See Excel file

sweaters
See Excel file
chloe
ombre
sancho

pants
gigi
georina
See Excel file

pants
maria
luis
See Excel file

pants
cecilia
charise
harley
denver
See Excel file

horche lola
pants
marcela
luca peppe
See Excel file

skirt
taty
cruella
anisia
netta
jeanette
sophy
gaby

skirt
jasminka ORGANZA1 ORGANZA2
See Excel file

jacket
borhes corner
estella
greta
fanfan
See Excel file

jacket
coco leonarda litta
macy
marcella
mendez
See Excel file

jacket
tina monet romero
spancer
pino
See Excel file

dress
adelia
#47 #52
augustina
See Excel file

dress
#3 #8
jacquetta #28 adele
#14 #18
See Excel file

dress
#33 #34
#44 #45 #46
maxine #36
See Excel file

dress
michaela iliana
#57 roxana #59
#53 hilary
See Excel file

top/blouse
basel
carlotta
See Excel file

top/blouse
deidra
dexter
See Excel file

top/blouse
#2 susannah
#10 #11 #12
susannah #9
See Excel file

top/blouse
#19 #21
#37 #38 leonarda
#22 patricia
See Excel file

top/blouse
#41 francoise
#61
#43
See Excel file

Ralph LAUREN SS13 r2w | COMPETITOR ANALYSIS AND GUIDE LINES | 5
Dolce & gabbana
SS13 r2w

SS13 r2w
vs RALPH LAUREN SS13DOLCE & GABBANA

versace
SS13 r2w

SS13 r2w
versace

SS13 r2w
* informal evening - available
vs RALPH LAUREN SS13versace

Ralph LAUREN SS13 r2w | INTEGRATION OF MERCHANDISING PLAN | 6
Ralph Lauren Women's Collection- Each runway season, Ralph Lauren's
most dramatic vision of women's fashion is presented to the world. Timeless
and sophisticated, Women's Collection reflects Ralph Lauren's definitive
design philosophy in its groundbreaking juxtapositions of feminine glam-
our with impeccable tailoring once found only in menswear. From exquisite
hand-embroidered evening gowns worn on the red carpet to luxurious hand-
finished cashmere tweed suitings to chic vintage denim inspired by rustic
Americana, Women's Collection is the epitome of modern, rarefied fashion
as only Ralph Lauren can express it.
why/what
codes pricing
target

balanced coll.
volumes PRICING OCCASION OF USE
See Excel file
RL R2W SS13 collection balanced collection

balanced coll.
merch.plan merch.plan balanced

sweater
jacket
skirt
red
silk
entry
informal day
red/CREAM
acetate/viscose
entry
formal day
red
acetate/viscose
entry
informal day
AOP
silk
entry
informal day
red
acetate/viscose
core
formal eve
black (no embroid.)
acetate/viscose
entry
formal eve
black (no embroid.)
acetate/viscose
entry
informal eve
balanced
See Excel file

skirts
top/blouse
white/black
cotton
entry
formal day
back
silk
entry
formal day
AOP/AOP
silk
entry
informal day
black
silk
entry
informal day
balanced
See Excel file

dresses
black/turquoise
silk
entry
formal/informal day
turquoise
silk
core
informal day
red/black
acetate/viscose
entry
formal eve
viola
acetate/viscose
entry
informal eve
balanced
See Excel file

turquoise
acetate/viscose
entry
formal day
AOP
silk
entry
informal day
black (no embroid.)
acetate/viscose
entry
informal eve
red(no embroid.)
acetate/viscose
entry
informal day
balanced
pants
See Excel file

Thank you for your attention!

Ralph Lauren RTW SS13 Analysis

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (17)

Similar to Ralph Lauren RTW SS13 Analysis

Similar to Ralph Lauren RTW SS13 Analysis (20)

Recently uploaded

Recently uploaded (20)

Ralph Lauren RTW SS13 Analysis