Brand recognition: Ralph Lauren is a globally recognized luxury brand known for its classic and quintessentially American style. Its logo, a polo player on horseback, has become a global icon and symbol for timeless elegance.
Diversity of products: Throughout Ralph Lauren’s history, it has developed distinguishable lines of products that have generated their own identities. For example, their long running menswear line Polo, has become a part of colloquial speech, a men’s button up is no longer just this, but is affectionately known as a “Polo.” The brand is known for producing other quality luxury items including fragrance, womenswear, athletic wear, and accessories.
Commitment to sustainability: Ralph Lauren has committed itself to ambitious climate and sustainability goals beginning in 2021. There is a strong urge to consumers to rent, repair, and recirculate Ralph Lauren pieces, working to preserve the environment while reinforcing the brand’s timeless style and durability over time.
Cultural relevance: Ralph Lauren has maintained a cultural significance over time. The brand has many mentions and appearances in TV and Film, starting as early as “The Great Gatsby” in 1974. Ralph Lauren has outfitted the US Olympians for the past six Olympic Games. In 2025, the namesake designer, Ralph Lauren, was awarded the Presidential Medal of Freedom by President Joe Biden, the first fashion designer to ever be awarded this honor.
Weaknesses
Preppy, minimalist aesthetics: Ralph Lauren has held itself to americana style. The lack of diversity in shapes and prints can come across as uninteresting to some consumers. This style does not necessarily appeal to those outside of the direct interest group.
Pricing: The price point for this brand is high, limiting purchases to upper-middle to high-class customers. Most consumers, if they are not in this economic group, are less likely to consider this brand for frequent purchases, limiting both initial and repeat purchases.
Lack of digital presence: Compared to other luxury brands, Ralph Lauren has a small and poorly engaged digital community. This brand invests less in social and digital marketing compared to competitors, and focuses on traditional marketing with larger stunts.
Opportunities
Vintage fashion and nostalgia: According to Capital One, the US secondhand market has grown 117% since 2018. This is driven by Gen Z’s collective nostalgia for the past accompanied by their desire to find both unique and sustainable products. This market is projected to increase to roughly $100 billion by 2026.
Digital renaissance: A study by Pew Research Center identifies the boom of online communities to support ‘glocalization,’ broadening perspectives globally while strengthening ties to local communities. Particular evidence shows that this has a stronger influence on younger audiences. A PWC survey shows, 46% of consumers purchase products directly through social media – up from 21% in 2019 – even as data protection concerns are high.
Sustainable consumerism movement: A PWC survey, found that almost nine-in-ten (85%) consumers are experiencing first-hand the disruptive effects of climate change in their daily lives and are prioritising consumption that integrates sustainability-focused practices. Even with living costs rising, they are willing to pay on average 9.7% more for sustainable goods.
Cultural shift towards quiet luxury: The stealth wealth aesthetic is growing, thanks to the rise of minimalism and conscious-living. There is a cultural shift away from flashy logos to understated elegance with an emphasis on quality and craftsmanship.
Threats
Rejection of gendered fashion norms: Gen Z and Millennials tend to question binary gender norms, favoring a more fluid approach. The preppy, equestrian tendencies of Ralph Lauren and the styles of other luxury brands tend to lean towards the binary.
Decentralized fashion influence: The emergence of subcultures has made creating fashion movements and style influence in this market more difficult. Each consumer now looks to be catered to with their individual fashion being catered to.
Global socioeconomic insecurity: Global inflation and general socio-economic instability makes disposable income more scarce. Consumers have less money to invest in luxury pieces and are more decisive about where they spend their dollars.
*All content is to be used for academic purposes only and in no way affiliated with Ralph Lauren or Billie Eilish*
