RALPH LAUREN TRAINING MANUAL

FMD556 Visual Merchandising Training Manuel

About Brand

Brand Information

■ Includes apparel, accessories, fragrance, childrenswear, home furnishings, and paint collection

■ Trademarks such as “Purple Label”, “Pink Pony”, “Polo”, “Lauren”

of luxury lifestyle products.

Global leader in design, marketing, and distribution

Founded in 1967, Ralph Launches neckwear line under “Polo” that is inspired from the glamour of Old Hollywood

Brand History

The first full women’s collection is introduced in 1972, and just 4 years later Ralph winds the Coty award for womenswear

the home collection launched comprised of bedding, rugs, and decor

the purple label is introduced with refinement and style. The Ralph Lauren Paint collection launches with over 400 distinct hues

‘Pink Pony’ is launched and trademarked for the women’s wear collection

1967

1967

1972

1978

1983

1991

1995

1999

2000

2008

1 year later, 1967, the first full menswear collection is debuted with iconic looks such as the white flannel suit.

the signature scent is released “Polo” with hints of pine, leather, and tobacco

the polo bear arrives and starts to be embroidered onto sweaters, slippers, and accessories. Labeled as a “Playful hallmark for polo”

The first Ralph Lauren restaurant opens adjacent to store in Chicago.

Official outfitter of team USA during the Olympics.

UPPER-MIDDLECLASS TO UPPER CLASS RANGER. INDIVIDUALS IN THESE SOCIAL CLASS TEND TO HAVE DISPOSABLE INCOME TO SPEND ON CLOTHING MORE FREQUENTLY THAN OTHERS.

Target Market

INDIVIDUALS THAT ENJOY BEING OUTDOORS AND ARE SPORTIER ARE ALSO A TARGET FOR RALPH LAUREN DESIGNS.

FORMALLY DRESSING CUSTOMERS WITH A CLASSIC, ELEGANT, AND SOPHISTICATED LIFESTYLE WOULD ALSO BE A PERFECT FIT FOR RALPH LAUREN DESIGNS.

RALPH LAUREN HAS COLLECTIONS FOR MEN, WOMEN, AND CHILDREN.

DUE TO THE MANY DIFFERENT COLLECTION LINES, THEY CAN HAVE A VERY WIDE TARGET MARKET.

Vision/Mission Statement

The mission of Ralph Lauren is “to inspire the dream of a better life through authenticity and timeless style.”

Product Category

■

Ralph Lauren Corporation is a global leader in the design, marketing and distribution of luxury lifestyle products in five categories:

–

Apparel –

Footwear & Accessories

Home –

–

Fragrances

–

Hospitality.

Brand Positioning Map (Competition)

■ The largest competitor of Ralph Lauren is PVH Corp, which owns most of the brands that compete with Ralph Lauren such as Tommy Hilfiger, Calvin Klein, and Arrow.

■ Having all the different labels makes Ralph Lauren different from these competitors and therefore allowing them to stay in the fashion industry and one of the most popular brands.

STORE COMMUNICATION

Lighting

Natural lighting with warm undertones

Clothing displays and product displays are illuminated on top to create focal points for props and signage

AMBIENCE

When inside the store the feeling will be like warm mist on a spring morning. The air light at energizing yet comforting with a warm glow throughout the store.

Sound

■ The vision statement of Ralph Lauren is “to inspire the dream of a better life through authenticity and timeless style.” Therefore, the music that is proposed will be artists such as Frank Sinatra, Elvis Pressley, Johnny Cash, etc.

■ Ralph Lauren is a sporty brand that leans into an elegant country style. Having elegant music that portrays ‘Old Hollywood’ and timeless country is the proposed music selection for this store front.

Smell

■ “Lauren” Ralph Lauren is a signature sent for this collection. This smell will be at the main smell when entering the store. The Point of Product display will feature this product on a round platform where the perfume can be accessed on all sides.

STORE CONCEPT OF THE YEAR

Label – Lauren by Ralph

Lauren

■ Lauren for women combines timeless style with modern femininity in a lifestyle collection of sportswear, denim, and dresses, as well as accessories and footwear at a more accessible price point.

■ Lauren for men offers a complete collection of men's tailored clothing, including suits, sport coats, dress shirts, dress pants, tuxedos, topcoats, and ties. Lauren for men is available at select department stores in North America and Europe.

Mood board & Color Palette

• Neutral colors and geometric shapes are the theme for this spring with Lauren Ralph Lauren. These neutral colors portray elegance and class. The large geometric patterns create a tasteful splash of fun.

• Snakeskin garments will be used to create focal points in outfits and used to create statement pieces in accessories.

IN-STORE LAYOUT

FLOOR LAYOUT

1: Women’s formal wear

2: Casual wear

3: Daily wear

4: Business wear

5: Cashwrap/entrance

FLOOR LAYOUT MOVEMENT

■ As customers enter the store, the flow will go clockwise around the floor to see products.

Product Display Techniques

■ Tables and 4-ways

■ Circular racks

■ Wall displays

Fixtures

■ Dark wood cabinets and to hang products from and to create a luxury style display will be placed on back walls

■ Wood hangers engraved with the collection line are used for products at Ralph Lauren

■ Wood 4-ways and wood product racks are used to display products throughout the store.

Used in zones 1-3

Signage

■ Signage is black and white photography that is of cityscapes, cars, people in ralph Lauren clothing sitting or posing together.

■ For this collection, the idea is spring, vineyard, and elegance. Therefore, the signage will reflect nature and elegance captured in the moment.

DIRECTIVES

WINDOW DIRECTIVE MOOD BOARD (INSTRUCTION

S INCLUDED)

WINDOW DIRECTIVE

SKU#SH55

Ralph Lauren Sun

Directions:

• Place vinyl cream brick wall on the back wall, ceiling, and side walls. For the floor, place the vinyl stone flooring down. Place the cloudy sky vinyl 4 feet high, and in the center of the window. Next, place the roman arch window vinyl Infront of the cloudy sky vinyl to create a window illusion. On the outside of the roman arch, layer the apple blossom branch props to create a focal point around the window.

• Directly place the foam staircase prop under the roman arch window vinyl. On either side of the staircase and in the back corners of the window place the decorative shrubs.

• Next, Place the standing mannequin on 4th and 3rd steps of the staircase, and the sitting mannequin on the left side of window (customer view) with bottom foot on first step.

• On the standing mannequin place outfit one, sunglasses, and the sun hat, On the sitting mannequin place outfit 2 and the blond wig.

• On the outside of the window, place the Ralph Lauren logo centered and at the second steps of the foam steps.

Wall Directive (instructions included)

■ Directions:

–

Place wall display shelving in the center of the intended wall. On the left side (looking at the shelving) place three of the leather handbags on the third self from the bottom. On the second self from the bottom on the left side place three pairs of the gold heels evenly spaced. On the bottom rack place the 3 pink totes two in the front and one in the back.

–

In the middle section of the wall display shelving place 3 black sleek dresses on the left side (looking at the wall) and position them facing the customer overlapping on the right shoulder. The dresses should stop in the middle of the rack and the cream sun dresses should start on the right side of the rack. Place five of the cream sun dress on the right side of the middle section facing to the left.

–

On the right section of the wall display shelving place three leather handbags evenly spaced. on the third shelf from the bottom. On the second self from the bottom place three pairs of the black pumps. On the bottom self place three black tote bags with two in the front and one in the back.

Wall Directive 2

■ Directions

–

On the left section of the wall display shelving place two snakeskin totes on the top shelf angled on the left corner. On the middle two shelves place 6 pairs of the stacks of pants, 3 stacks on each shelf. On the Bottom of the self place three pairs of the brown pumps angled towards the center.

–

In the middle section place three geometric blouses on the right side of this section with the right shoulder overlapped and shoulders pointing towards the customer. Stop in the middle of this section and then place 3 black slacks overlapping a little bit and facing the customer on the right side of this section.

–

On the left side of the wall display shelving place the wood head on the top shelf in the righthand corner angled slightly to the center of the wall. Place the sun hat on top of the wood hat. On the middle two shelves place 6 pairs of the stacks of pants, 3 stacks on each shelf. On the bottom of the self place three pairs of the snakeskin heels angled towards the center.

PROMOTIONAL MATERIALS

POINT OF PRODUCT DISPLAY

■ This display is 4 in diameter and 4.5’ in height. The top and bottom sections are covered in a wood veneer, while the middle layer has geometric wall covering to tie in the theme of the year. The signature scent will be displayed on the top and packaged products on the lower platforms. On each section there is black metal material to create an elegant display.

PACKAGING MATERIALS

■ The theme of the year has a neutral color palette and utilizes geometric shapes to create timeless pieces.

■ The intention is to have the same geometric shapes on the product packaging to capture the theme all the way to the end of the shopping experience.

■ The box follows the same line as Ralph Lauren’s typical packaging; however, the cream bow ties the collection into the packaging without making it too extravagant.

■ Inside each package will have neutral colored tissue paper to cover the products