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Luxury Experience Design for Ralph Lauren
Role
Brand analysis, market and industry research, consumer segmentation, location analysis, consumer journey, service design, assortment mix, pricing strategy, sales forecast and revenue projections, distribution plan, mockups, and marketing strategy.
Business model ideation and strategic planning for enhancing the luxury status of Ralph Lauren, including global distribution strategies for opening an appointment-only store in China. Ralph Lauren is a famous American lifestyle brand that enjoys a high reputation worldwide. However, due to the entry mode and management, it has a vague brand positioning in China. In recent years, Ralph Lauren has aimed to reinvent its reputation as a luxury brand. This proposal emphasizes enhancing the luxury lines' presence, offering exclusive services, and promoting the brand heritage, among other strategies.
