Ralph Lauren: A Lesson In Legacy

Ralph Lauren creates a world where products become symbols of a desired lifestyle. For beauty brands, this approach highlights the power of storytelling—not just selling a shampoo or a lipstick, but the confidence and allure they represent. Increasing marketing investments to craft broad and targeted campaigns, as Ralph Lauren does, can build strong emotional connections and justify premium pricing in a competitive market.

Another pillar of Ralph Lauren’s strategy is its emphasis on timeless, iconic products. While fashion often pivots on ever-changing trends, 70% of Ralph Lauren’s business is rooted in core items like the polo shirt or tweed jacket—products that transcend seasons. Similarly, beauty brands can benefit from focusing on core offerings that establish a brand's identity, such as a signature fragrance or skincare product. By ensuring superior quality and timeless appeal, these staples can secure long-term customer loyalty while allowing room for seasonal and trend-driven innovations​.

Finally, Ralph Lauren’s elevation of the shopping experience across all touchpoints offers valuable insights. From redesigning flagship stores with lifestyle-centric themes to integrating technology for seamless browsing, the brand ensures that every interaction feels personalized and premium. For the beauty industry, this means enhancing both digital and in-person retail experiences, such as virtual consultations, exclusive product previews, or luxury packaging. By investing in customer-centric innovations, beauty brands can not only attract a diverse audience but also foster a deep sense of trust and engagement, much like Ralph Lauren’s ability to connect with both aspirational buyers and high-net-worth individuals.

Read more about "Ralph Lauren: Selling a Dream at Every Price" on Business of Fashion

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