Full Buying Plan Presentation FASM 245 | Retail Buying Simulation
Glow Rivera
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Lauren Morgan
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Anastasia Tucker
Executive Summary The purpose of this presentation is to present an overall company analysis of the retailer Ralph Lauren, and exhibit a buying plan for the Women’s Polo Sportswear Fall 2017 season. This includes explaining the company’s core mission and brand identity, the size and financial aspects, target customer demographics, a SWOT analysis, trends in the marketplace, buying and assortment plans, and a statement of opportunity.
Core Mission The RL brand is about “redefining American style, providing quality products, creating worlds and inviting people to take part in our dream.�
Brand Identity Luxurious. Classic. Polo. These three words embody what is the Ralph Lauren brand; a brand that continues to hold the strongest standing in brand identification. When you buy a piece from RL, you are truly buying into the lifestyle aspirations of Ralph himself.
“Ralph Lauren’s greatest competitive advantage has been its ability to maintain the strength of its brand for the past twenty years.” - Forbes
Stores Worldwide
Location Factory Stores
40 54
Location Ralph Lauren Stores
58 165
58 27
Total Stores World Wide: 402
Customer Demographics CHARLIE KITTREDGE - Father - Owns and operates marina in Boston, MA - Loves working on his 1966 Ford Mustang - Watches reruns of “Top Gear� - Favorite food is prime rib - Purple Label is his personal favorite -
PAIGE KITTREDGE - Mother - Stays at home - Volunteers at son’s school - Plays tennis - Watches “Fixer Upper” -Favorite food is eggs benedict - the Ralph Lauren collection is her go to -
SAMANTHA KITTREDGE - Daughter - Studies Social Sciences at NYU - Plays on the women’s golf team - Binge watches “Gilmore Girls” - Favorite food is rainbow bagels - shops Polo Ralph Lauren on the weekends -
TIMOTHY KITTREDGE - Son - Plays youth-league soccer - Loves to ride his bike around town - Watches “Spongebob” reruns - School uniform during the week, fun expressive colors on the weekends -
What makes Ralph Lauren successful? Strong Brand Recognition | Charity | Powerful Celebrity Endorsements
SWOT Analysis: Strengths High Brand Recognition Large Worldwide Customer Base Notable Sponsors Strong Store Design Layouts Variety of Sub-Brands
SWOT Analysis: Weaknesses Influctuating Stock Rates Video-Based Social Media Accounts Have Little Following Compared to Competitors
SWOT Analysis: Opportunities Ecommerce Sales Celebrity Collaborations
SWOT Analysis: Threats Other Companies with Similar Products at Lower Cost Piracy Issues Fast Fashion Lost in “Classic American” Style Aesthetic Products in Department Stores
Key Competitors
In-store & Online
Fashion Trends
- Oversized Shirts
Clashing Brights -
70’s Inspiration -
- Modern Tea Dress
Lifestyle Trends
Technology Incorporated In-Store
Purchasing Merchandise Straight from Social Media
Creating a Lifestyle Experience In-Store
This buying plan is an Opportunity for the Ralph Lauren company. The percent increase in sales for Fall 2017 were very conservative based off sales from the previous season and current trends of this year.
Thank You