Brand History: Ralph Lauren (Polo Ralph Lauren)

In the early 1960s, Ralph Lauren studied at the Design School in Manhattan, New York. Shortly after graduation, he entered a company to design and sell a tie. In 1967, Ralph Lauren established a personal clothing brand "Polo Ralph Lauren" for the urban man who pays attention to his personal style. He is known as the classical and elegant polo (Polo).

Ralph locked his customers in groups that focus on fashion and are passionate about high-grade clothing. Soon, he took a place in the fashion industry. In 1970, Ralph Lauren won the "Gaudi" award, which was the highest honor in the fashion industry, and became the best men's wear designer in the world.

Ralph's first women's fashion collection was launched in 1971. His couture design shows the lively, independent and confident style of American women. Since 1978, Ralph has been involved in the field of children's wear. He first designed and produced boys' clothes. After 1981, he began to design girls' clothes. By the 1980s, Ralph had achieved full success and set off several fashion trends. In addition to clothing, the design and production of its related accessories have also become increasingly sophisticated.

In Ralph's products, people everywhere can smell the tastes of American and British society in the early part of the last century. His design inspiration came mainly from the western part of the American wilderness, the previous baseball movement, and the old upper class society. In sales, Ralph is a master of selling story situations. All Ralph Lauren’s shops, advertisements, and product displays are rigorously designed to make people look like they are in the study or living room of an upscale family in New England. It is said that this New England White elite style painting, because it fits the sense of superiority in the Americans' bones, is therefore in line with the potential purchase desire of consumers.

To reflect the product's perfection, Ralph asked suits, pants, sportswear and matching ties, belts, bags and other products, are displayed in a reasonable position in the store. He does not want a counter to sell a tie and another counter to sell shirts. He wants to leave everything to the customer as an overall impression of the designer's meticulous participation in the design. This display concept has greatly improved the taste of its products and its attractiveness to customers.

Another of Ralph's marketing innovations was his first to add a personalized logo to the blouse - sewing the symbolic "Polo" logo on the shirt cuffs. Although this is only an unobtrusive detail, it has gradually become recognized as a clothing marketing innovation.

The world-famous brand names, such as the French Chanel, Dior, Yves Saint Laurent, etc., whose high-end garments are expensive, are usually high-end socialite or big stars. After the 1970s, Ralph Lauren, Calvin Klein, Italian Armani and other brands embarked on a route that was totally different from French high-end clothing. Their goal changed from a rich and famous celebrity to a fashionable urban middle class.

Due to the huge market, Ralph and others reversed the concept of clothing designers. That is: They can create amazing profits without using pens, scales and scissors. It is because of this effort by Ralph Lauren that his American concept of leisure has spread all over the world.

Ralph brings classic elegance to the design. The simple, easy-to-put polo shirt has become a household classic. Today, Ralph Lauren has developed into a full range of brands, including top-level purple standard men's wear, black label women's wear, polo sports series and more than 10 positive and negative brands. However, Ralph Lauren himself emphasized that "I am not selling merchandise, it is a way of life, it is an attitude!"