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Ralph Lauren Voyage : how to change the brand perception of Ralph Lauren and to make it relevant for the millennial consumer?

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Ralph Lauren Voyage : how to change the brand perception of Ralph Lauren and to make it relevant for the millennial consumer?

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Samenvatting

QUOTES “De beelden van Ralph Lauren brengen een serieus, onrealistisch en gedateerd gevoel met zich mee, iets dat niet aansluit bij de levensstijl en dromen van de Millennial, terwijl Ralph Lauren zegt de ideale droomwereld te willen creëren. Daarnaast zijn de beelden erg gestileerd waardoor de beelden niet relateerbaar zijn of refereren aan het echte leven, een belangrijke waarde voor Millennials.” “De luxury markt wordt steeds meer gedomineerd door de middenklasse en minder door de echt rijken.” PROBLEM Ralph Lauren’s sales are falling behind because of their ageing current target consumer. The lifestyle that the brand currently stands for does not appeal to the new, younger luxury consumer at this point, because those people do not identify themselves with the aesthetics and values that are being shown. The Ralph Lauren brand has lost its desirability. OPPORTUNITY As Millennial consumers are defined as the new luxury consumer, this should become the new focus for the brand. Ralph Lauren has a genuine story, but promotes it in a way that does not match the needs and desires of the new target audience. By changing the brand perception, the aim is to make the brand relevant to them: away from being a conservative, all American and aristocratic brand to a new interpretation of the brand’s values – fitted to nowadays demands. RESEARCH QUESTION How to change the brand perception of Ralph Lauren and to make it relevant for the millennial consumer? SUB-QUESTION What is the Ralph Lauren brand DNA? Who is the millennial consumer and what are their dreams? What are the market opportunities focused on fashion? What are current marketing strategies? END PRODUCT Because of Ralph Lauren’s current “old money” audience, a major part of the revenue of the brand, one part of the brand should be preserved as it is. In this way, you keep them as loyal customers as they are and reinvent another part of the brand for the new target group with a younger, trendier positioning. The end product will be a brand revival strategy recommendation aligned with a visual campaign identity based on the concept of the reinvention of the American Dream.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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