29 July 2016 11:00:00
Polo Ralph Lauren: feel the luxury
History of the brand that made its founder rich, as well as the whole fashion world
Today Ralph Lauren is a corporation with revenue exceeding 7 billion dollars. But the beginning was quite modest. Ralph Lauren was born in family of the immigrants from Belarus and always sought for style and success. His aim was clear enough – just “to become a millionaire”. Ralph did all his best to make it happen.
Taking all chances
Making his living by working as a shop assistant or a tie designer, Ralph didn’t give up finding something that could help him achieve his goal. The idea of designing a wide necktie was a crucial moment. But the company rejected his idea and then Ralph had only one thing to do – to establish his own brand. We know it as Ralph Lauren. The word “Polo” in the brand name also played its role. This is how Ralph defined the target audience which in its turn wanted to wear classic clothing. Polo was a sport played by rich aristocracy. So the first Ralph Lauren’s trademark called Polo Fashion appeared. Logo which refers to polo player was a reflection of the brand’s philosophy and allowed to extend the clothing line from ties and accessories to the men’s and then, in 1971, women’s collections.
Despite the growing success it was harder to handle the management than the new collection designing. Because of it in early 70’s the brand gaining the popularity was on the verge of bankruptcy. But for the Peter Storm’s help with investments, the polo horseman’s story might have come to its end. So, when Peter dealt with financing Ralph could get rid of these issues coming back to creative work: marketing, design and PR. Such decision was right and immediately benefited the company.
Innovations are necessary
8The 80’s was the time to reap the benefits. The launch of furniture and perfume lines was a steady source of income and perfect addition to the already existing clothing collections. It’s worth mentioning that the shoe line also became popular as a brand classic polo-shirt. The main reason was the dedication to the Ralph Lauren’s style – a big variety of sneakers, boots and top-siders of strict style and luxurious quality. Exactly this Ralph Lauren Polo line is a perfect fit for work and leisure remaining the luxury and elegance experience.
The openness to new ideas contributed to the brand’s leadership in the XXI century. In 2000-2001 Ralph and his company launched several web-sites. The first was polo.com where everyone could see the short information about the brand, but launched a year later online store with special sections about arriving collections became a big surprise. In 2003 the visitor could design and order a basic polo-shirt. Since then Ralph Lauren not only expands the range of his corporation but takes part in the global projects such as designing the team USA’s uniform for the Olympic Games. But the main thing Ralph takes pride in is the creating luxurious and stylish clothing when 90% Lauren’s wardrobe consists of his brand apparel.
You can find all Polo Ralph Lauren items at our store.
POLO RALPH LAURENMen's shoes Domenick Black
POLO RALPH LAURENMen's sneakers Halford NE Pure White
POLO RALPH LAURENMen's sneakers Halford NE Polo Black
POLO RALPH LAURENMen's shoes Bienne II Brown/Dark Brown
POLO RALPH LAURENMen's sneakers Vaughn NE White
POLO RALPH LAURENMen's shoes Domenick Dark Brown
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