Strengths

Established Market Presence

Ralph Lauren has already solidified its place on the market by being the brand that is loved by all generations. From the Boomers to Gen Alpha, Ralph Lauren is at the forefront of people’s minds when they are looking for clothing that is sophisticated, timeless, and has great quality. 

Diverse Representation

The brand showcases many different types of models in their ads. Ralph Lauren is one of the few luxury brands that does not shy away from consistently putting people of color in their advertisements. This is well displayed in their Ralph’s Hamptons ad, one of the company’s bigger ads.  

Innovative Products 

Ralph Lauren has a diverse set of sub labels designed to cater to many different aesthetics and tastes. The brand is most known for the Polo Ralph Lauren label, while it also holds Chaps (a more rugged label), Lauren Ralph Lauren (a department store label), RRL (a farmhand approach label), and Ralph Lauren Purple Label (the luxury side of the brand). 

Weakness

Pricing

Ralph Lauren is a luxury brand catered to the upper-middle class and the wealthy. The cost of the labels other than Polo is too high for the everyday consumer. 

Polo Reliance

The company’s bread and butter is the Polo label due to the cost and consumer accessibility. Polo is easier to find at the mall or online than the other sub labels. 

Traditional Media

The brand heavily relies on its magazine covers and fashion shows to get their consumers attention. Ralph Lauren does not have the social media presence that some of its competitors have, slowly rendering it out of touch with the cultural zeitgeist. 

Opportunities

Sustainable Clothing

According to the Business News Daily, 72% of consumers are intentionally buying sustainable products more than they did 5 years ago and 81% are expected to buy even more products in the next 5 years. Should Ralph Lauren advertise the sustainable efforts more, consumers will be more inclined to purchase products. 

Social Media Presence

55% of Gen Z have purchased something due to seeing it on TikTok, according to AdWeek. Ralph Lauren was able to garner some traction after the Polo Bear sweater went viral in December of 2024. If Ralph Lauren were to have a presence there, the Polo line would be a hit. 

Brand Adjacent Establishments

There is a big demand for immersive physical spaces and Ralph Lauren has the opportunity to expand past the Ralph Cafe. Consumers love it when brands make an effort to connect to them. If Ralph Lauren were to have a third space, like an equestrian center, in homage to it’s logo, then people from all over would come to the branded space and generate buzz for the brand.

Threats

Competition Strikes

There are several competitors that make more of an effort to stay relevant online using celebrities that are well loved. Ralph Lauren hardly makes an effort to include celebrities unless they sponsor an event or item. 

Locations

Ralph Lauren stores are placed in areas where people are predominantly wealthy leaving potential customers to browse online. Many people crave the in-store experience and the lack of stores is a missed opportunity for the brand to connect with consumers. 

Same Old Basics

Most of Ralph Lauren’s clothing can be categorized as everyday basics. The company has not strayed away from polo shirts, knits, trousers, and suits. The lack of diverse styles has given the brand an “old” reputation. 

*This page is not affiliated with Ralph Lauren or Billie Eilish. This content is for the USC Comprehensive Exam only.