Overview
Services
Marketing Analyst
, Luxury Brand Strategist
, Market Research
Approach
Researched about what is luxury, luxury positioning strategies, Ralph Lauren consumer perception, marketing strategies of Ralph Lauren, and more using papers from Kapferer, Keller, Fionda & Moore, iand ndustry reports, and market analysis.
Followed the research with consumer Insights from 109 global survey respondents and interviews with well renowned global luxury professionals.
Using all the information, created a new repositioning and rebranding framework for Ralph Lauren utilising Purple Label as the key.
Four key pillars of the framework- Marketing & Communication; Product Development; Distribution; Digitization & Retail
outcomes and impact
Delivered a strategic blueprint for elevating Purple Label’s visibility, desirability, and exclusivity, bridging Ralph Lauren’s American lifestyle codes with global luxury expectations. Developed detailed financial models and ROI projections, and proposed both three- and ten-year strategic timelines for rollout. The strategy positioned Purple Label as the anchor of Ralph Lauren’s luxury identity, reinforcing brand equity across all tiers.
