Ralph Lauren: can a high-fashion brand succeed against intense competition?

Rochelle R. Brunson

Chapter 7 in Cases on Corporate Entrepreneurship in North America, 2025, pp 64-71 from Edward Elgar Publishing

Abstract: This case explores the background of the fashion designer Ralph Lauren and his desire to start a company carrying luxury lifestyle merchandise. The company developed a number of products and brands including Ralph Lauren, Chaps, Double RL, Polo Ralph Lauren, Polo Ralph Lauren Children, Ralph by Ralph Lauren, and Ralph Lauren Purple Label. The statement of operations of the company for the year ending March 30, 2024, indicated the company was progressing at a moderate rate. However, the presence of online stores and the intense competition in the department store industry caused the board of Ralph Lauren to ponder a strategy that would keep Ralph Lauren continuing to operate above the competition.

Keywords: Ralph Lauren; Luxury goods; Intense competition; COVID-19 pandemic (search for similar items in EconPapers)
Date: 2025
ISBN: 9781803929224
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