It appears that the economic depression and the customers increasing demands impact greatly on the market, and not all the fashion styles are popular in the fashion market. Hence, it is necessary to take a look at the marketing strategies to analyze the reasons why these fashion brands were doomed for failure and try to put forward some useful marketing strategies to tackle the challenges and problems. In this essay, the main topic will be focus on the reasons for failed of Ralph Lauren Rugby.
The position of the brand reflected in the advertisement does not appeal to its young targeted customers as much as its competitors and the preppy style is not popular anymore, what is worse, the retailers are more interested in the luxury brand business. When the economy is increasing, the luxury brands will create a new sub-brand with a rising market; during the economic downturn, it will concentrate on the business of the strength of the strongest brand, so many luxury brands strongly focus on their main brand on business and closed their sub-brand.
Buil 2 found that advertising and sales promotions can influence permanent sales from marketing actions. Compared with other marketing activities, consumption on promotions and advertising are important.
So the promotion can affect the brand popularity. Moreover, a sub-brand advertising product-specific relate to the parent brand generally, and the sub-brand should focus on the value by describing offerings, structuring and refining offerings. Therefore, the promotion method and how to separate from the parent brand affects are important to analysis. This report will examine the reasons of why Ralph Lauren Rugby is failure, then according to 4Ps theory, puts forward some marketing strategies to re-launching this fashion brand.
The clothing style are preppy style, the popularity are less than the parent brand, even the Price William and Harry are the loyal fans and have namely "The Tweed Run" activity in London recently. Because of Rugby always associate with the parent brand Ralph Lauren and it is easy to make customers cannot distinguish this brand, also never enter the China market, so the popularity is not so famous.
Moreover, the well known competitors like Tommy Hilfiger do the advertising and promotion well, but the advertising of Rugby are not suitable for the brand position and fashion trends.
These all demonstrate that the promotion strategy is the failed reason of Ralph Lauren Rugby. Sales promotions play a key role in communication programs and marketing mix that effect brand equity. In contrast, different types of promotional tools like monetary and non-monetary promotions probably have different influence on sales or brand equity.
Sales promotions usually concentrate on monetary promotions, like price discounts and gift card. However, some empirical evidence indicates that monetary promotions have a negative effect on brand equity. The main reasons are the reduction in the internal reference price Buil. Meanwhile, advertising is one of the promotion methods, which is an effective way to convey functional and emotional values of the brand.
That means the higher advertising cost is, the higher brand awareness levels are likely to be Buil. Compared with Ralph Lauren Rugby, its competitors like Tommy Hilfiger and American eagle outfitters have many much more accurate positioning advertisements. According to Table 1 , Tommy Hilfiger and American eagle outfitter clothing style as preppy style too, but the advertising gives the impression of youth and fashion, colorfulness and relaxation, as well as keeping up with the latest fashion trends, the consumers are likely to get attracted but this kind of advertising and make the decision to purchase.
While the advertising of Rugby shows its clothing style are outdated, and the young consumer do not like this design and style, and the young consumer customers are likely to feel like they are still in the school and strictly supervised in the clothes.
For the Ralph Lauren Rugby, the retailers play a key role in the whole marketing strategies and sales. There is sufficient evidence demonstrates that some retailers want to create their own brand, instead of just being agent retailers, they want to master brand in brand initiative and get more profits.
Good Brands can make retailers attract customer traffic and build loyalty to the shops, as well as help build a lower-price image for retailers and improve their bargaining power of manufacturers and producers of main international brands.
If retailers do not want to sales the brand that do not belong and sell their own brand, many fashion brands would be greatly affected.
Additionally, retailing is the key factor between consumption and production, and is practically related to its relations with customers. Polo went overhead too and he was trying to take logo off so we could stop wearing it I guess, I don't know, so really he know that Rugby is urban. He know that with Rugby, it's mostly Blacks wearing it—that's why he's shutting it down. What was it initially about Rugby that made you an avid fan? Because that's my style.
It gives you streetwear, [business] wear, casual wear-it gives you [everything]. It just adds in a special spice with those patches. What do you do from here now that its scheduled to shut down? Thomas farthing london. Santalum Video - Handmade goodyear welted construc I say! What a bounder The Life, sublime style an Tim Walker: Storyteller, Somerset Mulberry presents Tim Walker in conversation with Thomas Chippendale is the world's finest furniture The "intens Leslie Hutchinson Story The Hon.
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