Ralph Lauren Advocated The "Upper Class Lifestyle".

Positioning "upper class lifestyle"

In 2011 autumn and winter in New York

On the last day, the music of "We Are The China Girl" sounded out of China's Ho Sui as the opening model. The solemn black-and-white hue was interspersed with eye-catching Chinese red coral and jade jewelry.

The brand that best represents the spirit of the United States has launched a most authentic and colorful Chinese picture: the tight dress has the charm of cheongsam.

Embroidered with Chinese dragon and embroidered on the back.

6 Chinese models were invited to the show, and then the autumn and winter advertisements appeared the face of a beautiful Chinese girl, she Sui.

As a founder and designer,

Undisguised expression of the love of the Chinese style: "I have always liked the magnificent style and exquisite feelings of the 30s of last century, it is deeply influenced by the Chinese style decorative art, and I think it still has great value until today."

The show has attracted the attention of Chinese media and fashion industry.

By the autumn and winter of 2012, the tracks of Panlong and button can still be seen on Ralph Lauren's show.

In the recent Chinese style design, insiders ranked Ralph Lauren the highest.

He is very restrained in using Chinese elements and not full of Chinese symbols.

In May 2012, Ralph Lauren announced: "we will make a completely new brand positioning in the Chinese market."

Previously, China's business returns were lower than that of the Japanese market, which accounted for more than half of Asian sales. However, the company officials believe that China will achieve high growth by adjusting its business strategy.

In the United States, Ralph Lauren is the most successful seller of "upper class lifestyle".

Ralph Lauren pioneered the use of experiential marketing and multiple brand management strategies to motivate consumers to join the brand's lifestyle through storytelling and creating store atmosphere.

In 1970, Ralph Lauren put together his tie, suit, shirt and raincoat, and set up a special cabinet like mahogany with mahogany.

Later, Ralph Lauren brought crutches, antiques and alligator trunk into the counters. The whole scene looked like the living environment of the rich in the upper class, and the brand became a symbol of status, wealth and privilege.

The $200 knitwear and $7000 mahogany cabinets make its clothing brand Polo look like a product belonging to aristocratic members, celebrities and privileged classes.

For the Chinese market, can it be effective to copy this marketing method? International brand promotion Master points out that China is a very subtle and difficult market. Chinese consumers generally lack the recognition of the history and essence of international brands.

Such a consumer group needs time to inculcate brand culture.

The rapid expansion of Ralph Lauren will be worrying. This will not only give the brand no time to tell a complete story, but also a severe challenge to the development of the company's internal system, and it may also make the brand lose the overall view of marketing.

We will wait and see how Ralph Lauren can resolve this contradiction.

Brand proposition

As the "American classic" brand in the fashion world, the tracks of Panlong and button are still visible on Ralph Lauren's show in autumn and winter in 2012.

In the recent Chinese style design, insiders ranked Ralph Lauren the highest.

He is very restrained in using Chinese elements and not full of Chinese symbols.