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

Team Members:

1 Caicai Yang
2 Jiayi Li
3 Shuyi 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.