Book chapter
The King of Lifestyle Merchandising
Brand Story, pp 40-57
2016
Abstract
When considering lifestyle merchandising, the name Ralph Lauren stands out. He has borrowed functional military garments, such as cargo pants and duffle coats, and traditional work clothes from Americana such as canvas barn jackets and blue jeans, and transformed them into luxury garments that sell for thousands of dollars. Lauren’s method is known as lifestyle merchandising, which builds associations and gives historically practical garments an elevation to the luxury market. By placing mass fashion garments in luxury settings, Lauren redefines them and gives them a new identity. This image leads consumers to associate Ralph Lauren products with high-end status. From a single concept for selling ties to the 2011 launch of Denim & Supply, Ralph Lauren has displayed a brand image that is aspirational and classically iconic with an attitude uniquely its own for baby boomers and X, Y, and now the millennial generations (Figure 3.1)....
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Details
- Title
- The King of Lifestyle Merchandising
- Creators
- Joseph H Hancock - Drexel University
- Publication Details
- Brand Story, pp 40-57
- Publisher
- Bloomsbury Publishing Inc
- Edition
- 2nd
- Number of pages
- 18
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Retail and Merchandising; Design
- Other Identifier
- 991019296802604721