Ralph Lauren's overall strategy has changed dramatically for the past 10 years. Not so long ago it used to be an old fashioned brand deeply rooted to its history and to its creator. The brand was hard to embrace and very exclusive.
But today, everything has changed. The new collections are bright and colorful and much more accessible to younger people. Therefore, the overall marketing strategy of the brand had to change. This change is really relevant when you go on their website. Today, the history of Ralph Laurent is no longer highlighted. The products are show on the first page with big, colorful pictures. The website does not use flash animations which is a critical point in today's smartphone world.
The brand is therefore trying to reach a greater audience and of course a much younger one. That is why they have got a Facebook page that is daily updated (last update 19 hours ago). This Facebook page has more than 4 millions fans and gets new likes each day. This page is used to convey promotional messages, present new products and promote their magazine.
This magazine is dedicated to lifestyle, art, philanthropy, sport... Actually everything that defines the Ralph Lauren brand. With that magazine, the brand intends to gather its clients around a way of life that suits all of them. This magazine is readable online and from the mobile app.
The mobile app was first created to offer information on products displayed in the shop. Today, this is another part of the digital marketing campaign of Ralph Lauren. It helps the brand to reach young potential customers that are smartphone users.
To sum up, the digital strategy of Ralph Laurent is:
Communicate the dream of the luxury brand
Be a cultural tastemaker
Talk to younger luxury customers
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