FAUCET & SHOWER
ABOUT RALPH LAUREN ● ● ● ● ● ● ● ● ● ● ● ● ● ●
Not for the brand or label, but for his own emotion Sensitivity is a core value Started out as a tie vendor outside Wall street Bought the word “POLO” Brand took off after RL designed clothes for The Great Gatsby More than 450 stores worldwide Owned 90% of the company before Goldman Sachs bought 28% Has a priceless car collection Official parade outfitter for the US olympic team Wimbledon Logo had to be redesigned because of RL Did not invent the polo shirt, but designed the polo tech shirt Has complete control over the creative side of the company Donated 13 million dollars to the Smithsonian Made several donations and initiatives to fight cancer
CORE IDENTITY The core identity of the brand is portrayed as a polo player of a country club, a lifestyle that has good taste, elegance and sophistication. Ralph Lauren has been characterized as “authentic and ionic� as well as the symbol of modern preppy lifestyle by Vogue 2014. Currently the brand is emphasizing on the business casual clothing for American men and women. The brand identity of the Ralph Lauren has the assortment of American aristocrat as well as England urbanity.
TARGET AUDIENCE Ralph Lauren target consumer can be described as being in the upper-middle-class to upper class range. These social classes tend to have the most disposable income to spend on clothing, and therefore shop more frequently than others. The Ralph Lauren consumer is also very family oriented and values the simple aspects of life. Some of their customers are on the sportier end of the spectrum, and value the more elegant outdoor sports such as polo and rugby. Their target consumer tends to dress more formally with a classic, elegant, and sophisticated style. They are also a little bit on the modest side of the dress spectrum. They take pride in looking put together in a very classic and every-day formal way.
TARGET AUDIENCE The company target a variety of dierent demographics that include women, men and children of all ages. Additionally, their target market has a wide range: The South, the Northeast, as well as the West Coast. Also, they have over 13,000 retail locations worldwide. Although based in New York, Ralph Lauren operates in the US, Canada, Europe, Japan, South Korea, China, Southeast Asia, and Latin America. The Americans account for about two-thirds of sales, while Europe and Asia generate 21% and 12%, respectively.
DEMOGRAPHIC ●
Market: Global
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Professionals
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People of wealth and leisure
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People from affluent communities
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People with multiple residences
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People who sail, ride horses, and participate in sports such as rugby and polo
PSYCHOGRAPHIC ●
Wants: Prestige, glamour, luxury, privilege
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Values: Quality, exclusivity, style, fine living
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Aspires to be: Respected, admired, wealthy and worldly, and sophisticated
TAILORED
ELEGANCE
TRADITIONAL
LUXURY
POPULAR
TIMELESS
PREPPY
ORIGINAL
SMART
SOPHISTICATED
STATELY
CLASSIC
MOOD BOARD
CONCEPT BOARD
SKETCHES
FAUCET ORTHOGRAPHIC VIEWS
SIDE VIEW
FRONT VIEW
TOP VIEW
SHOWER ORTHOGRAPHIC VIEWS
SIDE VIEW
FRONT VIEW
TOP VIEW
DETAILS
DETAILS | JOINERY
MATERIALS
MECHANISM
BALL VALVE
BRONZE & CARRARA MARBLE
FAUCET RENDERS
OPEN FOR WARM WATER
OPEN FOR COLD WATER
SHOWER RENDERS
3D BATHROOM RENDERS
CIAO Ema, Jessica, Kriti, Pooja, & Sho