Ralph Lauren Aims At A Broader Potential Market

At the beginning of this month, many people expressed concern about the development prospects of Ralph Lauren, because they implemented a long-term growth plan, including layoffs, closing a large number of stores, adjusting the product mix and reducing the supply chain cycle. As a luxury company, this approach is really a bit too close, and almost let the brand go to the fashion of fast fashion.

But we haven't given you a little time to regret. Ralph Lauren has launched a group of perfume with a theme of "travel". There are 10 of them, each of which has obvious place names, such as "American song", "Vieira's dream", "English elegance" or "New York portrait".

Usually we all feel that

The perfume make-up is probably the entry-level product that does not need the threshold at all, and the luxury brand can also be priced at around 2000 yuan.

But this series of Ralph Lauren is not cheap, 50ml specifications of each bottle to sell 140 yuan (about 920 yuan), 100ml is 240 dollars (about 1580 yuan).

The same flavor of the body cream 150ml price tag 95 U.S. dollars (about 630 yuan), the candle price tag of 70 U.S. dollars (about 460 yuan).

But for Ralph Lauren, it's a good deal to sell perfume.

In their long-term growth plan, it is clear that to simplify the cost structure, simply speaking, to promote high-quality sales, the corresponding pricing should also be gradually promoted.

Taking "travel" as a gimmick is a sign that RalphLauren wants to move closer to "high quality". Instead of simply selling the product itself, it should use the interesting concept and exquisite packaging to double up the products that could produce high profits and sell them again.

Besides pricing, it is not cheap.

You can give the perfume a different custom stunt, you can add a sheepskin cover to it and a silver ring that can be engraved and removable, but it will cost 300 dollars (about 1980 yuan). How much does it cost to add 10 bottles to this set of equipment?

Only then.

This series has been sold in the flagship store of Madison, and will be officially sold in luxury stores Bergdorf Goodman in July or August.

For consumers, buying Ralph Lauren perfume may be a brand name for themselves. Although perfume Ralph Lauren may be more expensive than perfume, it is an important factor for many people to pay for design and buy brand culture, isn't it?