패션리테일링 Ralph Lauren 마케팅 전략(영문)

패션리테일링 Ralph Lauren 마케팅 전략(영문) [패션리테일링] Ralph Lauren 마케팅 전략(영문).pptx 목차 1. Intro 2.Methodology 3. Review of Fashion Retailer Company Overview 4. Competitor Analysis 1) Beanpole 2) LACOSTE 3) Hazzys 5. Positioning of Ralph Lauren Current Positioning Challenge Luxury Positioning 6. Retailing Strategy SWOT Analysis Retail Mix 본문 Brand Identity Most dramatic vision of women’s fashion Ultra-stylish yet timeless suits and evening dress The ultimate expression of luxury for the gentlemanMix of vintage Ivy League prep, heritage equestrian The original symbol of the modern preppy lifestyle Preppy heritage, accessible price An affordable wardrobe for every occasion A symbol of fight against cancer Vintage, the highest quality workmanship  The highest standards of luxury and technology Fresh, irreverent spirit with denim Heritage excellence in the world of golf Cool and rebellious, vintage varsity Ralph Lauren has established competitive positioning in the market In customer’s perception, Ralph Lauren satisfies Appealing Attributes (luxury, heritage, characteristics, overseas popularity) However, Ralph Lauren is perceived as not a very popular brand (young image, Korean popularity, price competitiveness, peer) 1) Criteria Goal : Improving their brand loyalty Two main approaches for customer service Personalized approach Standardized approach 2)Suggestions Providing service that exceeds customer expectation level Reinforce personalized service Internet based personalized service Ex- ASOS : Answer any question in 24 and have database for all the customer’s purchase Offer continuous service and attention according to product life cycle Exercise CRM : Focusing on VIP(Petro Principal) Provide upgraded standardized service Differentiate service from existing casual brand like POLO Improve staff training level 본문내용 rategy 4. Competitor Analysis 1) Beanpole 2) Hazzys 3) Lacoste 2. Methodology 2) LACOSTE 3) Hazzys Company Overview SWOT Analysis Retail Mix 5. Positioning of Ralph Lauren Current Positioning Luxury Positioning Challenge Agenda 1. Intro 3. Review of Fashion Retailer 6. Retailing Strategy 4. Competitor Analysis 1) Beanpole 2) Hazzys 3) Lacoste 2. Methodology 2) LACOSTE 3) Hazzys Company Overview 참고문헌 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 Retrieved from 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. 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), By Wing-Gar Cheng - August 31, 2009 16:30 EDT, Bloomberg Businessweek 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