Today’s DNR newsletter highlights Ralph Lauren’s continued focus on better segmenting and identifying his key sub-brands. See the article here.
From the near bespoke quality of Purple Label to the sleek active vibe of RLX, the company has fine tuned it’s marketing efforts to make each line distinctive and unique. Said Lauren, “You go from Polo to Purple Label, Black Label and RLX, which are all different. They could be worn by the same guy or they could be different. Some guys just say, ‘I’m a Black Label guy,’ or some guys only want the luxury of Purple Label. I could wear it all because I like playing with clothes and I like the diversity of a wardrobe.”
Few companies would be able to make real this type of vision, but Lauren has created such a detailed, nuanced world that not only can he do it, his customers eat it up. Taking the outlet “Lauren” and downmarket “Chaps” brands out of the equation, most Polo customers sees no shame in building a wardrobe across the brand families.
To the consumer, a black label suit, blue label (Polo Ralph Lauren) shirt and purple label tie can happily coexist in the same wardrobe. Without conflict, a customer sees the collective harmony across all the brands as well as the desirable and unique personality of each. This combination of perspectives creates the perfect storm of marketing: striving, and paying for the top tier brand, while at the same time freely spending on the mid-tiers.
By the way, check out the this season’s online lookbook. It’s back to the tweedy iconic classics, and no one does it better.