PART 1

Define the main codes of the brand category, identify the main trends (new significant
events, product, brands issues):
Fashion/ Clothing
Define for the chosen brand: RALPH LAUREN - The company has shed almost half its market
value over the past three years. It is simply not competing effectively against brands which have
good traction with younger.
Its Vision
Built on a desire to create not only the best product, but to do so in a responsible, ethical way
with respect for each other and a willingness to give back to the communities around the
world.
Its Mission
Redefine American style, providing quality products, creating worlds
Maintain the image as a highly reputed brand by continuous innovation in delivering the best
quality products and outstanding customer service.
Ralph Lauren has always stood for providing the finest products and the highest level of service
Its Core Values (3 o r4 + peripherical Values 2 up to 4)
Entrepreneurship, creativity, stylish living and authenticity
Its Core Consumer profile
Do a semiotic analysis of the Logo + 1 Ad/communication +1 brand event + 1 Iconic product
LOGO:
The center of the Ralph Lauren logotype is the iconic image of a polo player on a horse. He is
holding his club high, as if preparing for a stroke. Black, which is the official color of the
emblem, emphasizes the brands core characteristics: simple, elegant, classic. The wordmark
features a customized Roman style font. The serif font comprises thick and thin strokes. This
choice can be partially explained by the fact that the brand managers wanted the label to
appear more traditional, established despite of its relatively young age.
The Ralph Lauren logo gives a very clear perception of the rich, proud American look and
tradition. The emblem is a prime example of an expressive logo that evokes feelings of pride,
elitism and the spirit to enjoy the lifestyle-oriented good life. / competition but in elegant
way
1 Ad/communication
From its very first advertisements in New York City newspapers in 1974, the company
attempted to portray its products as part of a complete lifestyle. Polo pioneered the multi-page
lifestyle advertisement in major magazines. These ads presented a world lifted out of time,
where wealthy, attractive people relaxed in Polo products during a weekend at their country
estate or on safari in Africa. Vogue described the ads as a kind of "home movie," with a cast of
"faintly sorrowful but wildly attractive people.

Link ads: https://www.youtube.com/watch?v=FXEAAFew8PI

1 brand event
THE PINK PONY CAMPAIGN In 2000, Ralph Lauren Corporation designated its classic icon, the
Polo Player, as the symbol for the Companys Pink Pony Campaign and sent models down the
runway wearing Pink Pony shirts. This launched an important initiative in the fight against
cancer. In Fiscal 2015, 25 percent of the purchase price of Pink Pony products sold in the U.S.
was donated to the Pink Pony Fund of The Polo Ralph Lauren Foundation. Globally, 25 percent
of the purchase price of Pink Pony products supports cancer-related organizations in countries
around the world. Internally, we commemorated our first annual Pink Pony Day in 2005 with
employee celebrations that raised funds and awareness about the mission of Pink Pony. Since
then, we have continued to grow our efforts and expand our reach to our offices and stores
around the world. In October 2014, our employees came together in locations across the globe
hosting celebrations, walks, product sales, bake sales and more to help make a difference in
our communities and support the Company in its fight against cancer.

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Introduced in 1972, the shirt with the iconic polo emblem was offered in 24 different shades.
Polo excelled at getting Lauren's distinctive design image across to consumers.
Define the anthropological Brand structure:
Myth: The Polo Pony
Ritual: Elitism The American dream - A social superiority
Signs: sporty elegant competitive - victory
Write the brand legend, the narration of the brand unconscious dimension. What we
believe in even not consciously.
https://www.highsnobiety.com/2015/10/01/ralph-lauren-history/

PART 2
Co-branded limited edition: I think a collaboration with Alexander Wang is not a bad idea.
Limited edition maybe for celeb, actors, actresses
http://observer.com/2016/06/alexander-wang-on-being-inspired-by-ralph-lauren/