All information presented here is the students opinions based on answering a particular brief.

Team Members:

1Caicai Yang
2Jiayi Li
3Shuyi Guo
4
Zixun Liao

Keywords

• COPY
• Innovation
• Digitalization

Summary

Project explored Ralph Lauren’s brand strategy, focusing on its positioning as a timeless, unique and innovative luxury brand. By strategically reducing discount channels and emphasising premiumisation, the brand has strengthened its premium image while appealing to affluent consumers. Key strengths include a diverse product portfolio, strong credibility, and a consistent brand image across digital and physical touchpoints. Challenges include saturation in the North American market and the need to balance tradition and innovation to appeal to younger generations such as Gen Z and Millennials. Future strategy will focus on expanding internationally, enhancing the digital experience, and leveraging collaborations and immersive retail to drive growth while maintaining its heritage of sophistication.