Ralph Lauren RTW SS13 Analysis
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Transcript of Ralph Lauren RTW SS13 Analysis
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment - 10/09/2013
© Milano fashion institute
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
ralPh lauren ss13 r2w | presentAtion index
1 | Process MaPPing
2 | stYle’s code analYsis
3 | trend and Mood visualisation
4 | collection analYsis and Merch.Plan siMulation
5 | coMPetitor analYsis and guide lines for iMPleMentation
6 | integration of Merchandising Plan (Balancing Pricing/occasion/u)
rAlph lAUren ss13 r2w | Process MaPPing | 1
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BrAnding, merchAndise, And licensing
ralph lauren corporation engages in the design, marketing, and distribution of lifestyle products. it offers apparel products, including a range of men’s, women’s, and children’s clothing; accessories comprising footwear, eyewear, watches, fine jewelry, hats, belts, and leather goods, such as handbags and luggage; home products consisting of bedding and bath products, furniture, fabric and wallpaper, paint, tabletop and giftware; and fragrance products. the company sells its products primarily under polo ralph lauren, purple label, ralph lauren women’s collection, Black label, Blue label, lauren by ralph lauren, rrl, rlx ralph lauren, denim & supply ralph lauren, rugby, ralph lauren, ralph lauren childrenswear, American living, chaps, and club monaco brand names.
ralph lauren corporation sells its products through department stores, spe-cialty stores, golf and pro shops, as well as company owned and licensed retail stores, and concessions-based shop-within-shops, and e-commerce websites. the company also sells its apparel, home, and other products through licensing alliances. As of march 31, 2012, the company operated 379 retail stores, 474 concessions-based shop-within-shops, and 6 e-commerce websites. it has operations in the Americas, europe, and Asia. the com-pany was formerly known as polo ralph lauren corporation and changed its name to ralph lauren corporation in August 2011. ralph lauren corpora-tion was founded in 1967 and is based in new York, new York.
today, ralph lauren corporation produces clothing, accessories, footwear, fragrances, and furniture all marketed under its portfolio of various brands.under the ralph lauren umbrella:
*Mens brands: polo ralph lauren, Black label, purple label, rlx (launched in 2008), rrl, denim & supply; and there is also Big & tall, golf sportswear (launched in 1998), and tennis sportswear.*women’s brands: collection (a high-end line presented on the runway during new York Fashion week), Black label, Blue label (launched in 2002), rlx (launched in 2008), lauren ralph lauren, denim & supply; and there is also golf and tennis sportswear.*ralph lauren childrenswear*Baby ralph lauren*ralph lauren home (an extensive collection of bedding and bath textiles and other home accessories)*denim & supply
subsidiary fashion brands of ralph lauren corporation:*club monaco*chaps*American living*retired lines:*polo sport*polo denim*ralph lauren Jeans co.*Blue label (mens)*rugby ralph lauren (for younger consumers)
the company also operates the restaurants under the rl branding and un-der the rugby ralph lauren branding.
rl corporAtion
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cAliForniA trAnspArencY Act
ralph lauren corporation and its subsidiaries has built its brand around the consistent production of high quality products, from apparel and home fur-nishings to fragrances and accessories, and its commitment to conducting business according to the highest ethical and legal standards.
we require all vendors, factories, and contractors to adhere to our operat-ing guidelines that we provide to each of them, which set forth our busi-ness, legal and ethical standards in the following areas: occupational health and safety, fair wages and benefits, work hours, transparent record keep-ing practices, freedom of association, sub-contracting, customs compliance, product safety, conflicts of interest, anti-bribery, environmental sustainability, and prohibitions on child labor, forced labor, prison labor, discrimination, and harassment.
ralph lauren corporation supports the california transparency in supply chains Act of 2010.
ralph lauren corporation requires all of its suppliers to prohibit the hiring of slave labor and prevent practices that could contribute to human trafficking.
... itAlY, philipines, chinA, tUnisiA, e.eUrope...etc
trAnspArencY
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sUpplY chAin
RL has three major divisions. It ba-sically designs and markets apparel and accessories, home furnishings, and fragrances. The firm has 3 business segments: wholesale (53% of total 2012 revenues), retail (44%), and licensing (3%).*
25% of their revenues were earned in international regions outside of the Us and canada.
*RLCorporation Annual report, 2012.
The firm does not own or operate any production facilities. They also source their finished products (manufactured and fully assembled products) and their raw materials that include fabric, buttons, and other trim. they hire inde-pendent contractors for the manufacture of their products. e.g. in 2008, they hired over 400 different manufacturers to produce their products, and generally shipped to their warehouse located in the Us and europe. in 2008, less of 2% of dollar volume were produced in the Us. their products were primarily produced in Asia, mostly in china, hong Kong, indo-nesia, macau, philippines, and sri lanka. their production by independent manufactures is closely supervised by per-sonnel at their global manufacturing division and buying agents to ensure that the firm high quality standards (they adopt vendor certification and com-pliance programs to ensure their standards) are maintained. their production and quality control staff ensure that any quality problems are corrected and handled prior to shipment to the warehouse. (corporate Annual report, op. cit).
rAlph lAUren ss13 r2w | stYle’s code analYsis | 2
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personAlitY
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iconic
color mix Assortment mix qUAlitY FeAtUres
- ceremony gowns always present
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iconic
silhoUettes
Comments:- slim, femminine - waist line is underlined- flairing/draping effects- clean lines- classical lengths- iconic fittings
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
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Ralph Lauren tweeted a picture from his show this morning, writing, “I am forever inspired by far away exotic places. I may never have been there, but in my imagina-tion it is real.” The exotic place in question for Spring could’ve been Spain or Latin America. Matador suits, serapes, ruffles, fringe—they all got the Lauren treatment.
Playing with black, white, red, and turquoise—the colors found in those serapes—he started with soft tailoring in suede, some of which was accented with tooled leather details. Shawls and ponchos turned up in various forms, and dresses and skirts were hand-crocheted. Scarves knotted at the neck, glass bead necklaces, and studded leather mailbags completed the vivid picture.
If the beginning of the show sometimes felt like a costume drama, Lauren didn’t fail to deliver real-life chic. A double-breasted white suit looked sharp, and a trio of kicky silk jersey dresses will play well with the social set in New York and beyond.
But this collection really came to life when Joan Smalls glided down the runway in a black and white halter-neck evening dress. The dozen or so numbers that fol-lowed were all pretty much flawless, but a few in particular caught the eye: Lais Ribeiro’s ivory silk V-neck gown with the red rose at one hip, Bette’s black satin column with strands of jet beads draped across the back, Frida Gustavsson’s white cotton shirt and flouncy organza skirt. Front-row guests Jessica Alba and Olivia Wilde would be lucky to wear any one of them.
SEPTEMBER 13, 2012NEW YORK
By Nicole Phelps
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
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soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
rAlph lAUren ss13 r2w | trend and Mood visualisation | 3
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
soUthwestromAntic
newBohemiAn
modernmAtAdor
spAnishrose
| inspirAtion
© Milano fashion institute
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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merch.plAn
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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prodUct mAteriAl occ.oF Use price
color mix
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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prodUct mAteriAl occ.oF Use price
Assortment mix
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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prodUct mAteriAl occ.oF Use price
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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prodUct mAteriAl occ.oF Use price
leisUre
FormAl dAY FormAl eve
worK
FormAl cAsUAl inFormAlinFormAl sport FormAl
inFormAl dAY
speciAl occ.
inFormAl eve
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
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prodUct mAteriAl occ.oF Use price
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
prodUct mAteriAl occ.oF Use price
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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sweAters
See Excel file
chloe
omBre
sAncho
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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pAnts
gigi
georinA
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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pAnts
mAriA
lUis
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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pAntsceciliA
chArise
hArleY
denver
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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horche lolA
pAnts
mArcelA
lUcA peppe
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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sKirt
tAtY
crUellA
AnisiA
nettA
JeAnette
sophY
gABY
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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sKirt
JAsminKA orgAnZA1 orgAnZA2
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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JAcKet
Borhes corner
estellA
gretA
FAnFAn
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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JAcKet
coco leonArdA littA
mAcY
mArcellA
mendeZ
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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JAcKet
tinA monet romero
spAncer
pino
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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dress
AdeliA
#47 #52
AUgUstinA
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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dress
#3 #8
JAcqUettA #28 Adele
#14 #18
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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dress
#33 #34
#44 #45 #46
mAxine #36
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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dress
michAelA iliAnA
#57 roxAnA #59
#53 hilArY
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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top/BloUse
BAsel
cArlottA
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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top/BloUse
deidrA
dexter
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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top/BloUse
#2 sUsAnnAh
#10 #11 #12
sUsAnnAh #9
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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top/BloUse
#19 #21
#37 #38 leonArdA
#22 pAtriciA
See Excel file
rAlph lAUren ss13 r2w | collection analYsis and Merch.Plan siMulation | 4
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top/BloUse
#41 FrAncoise
#61
#43
See Excel file
rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5
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dolce & gABBAnA
ss13 r2w
rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5
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dolce & gABBAnA
ss13 r2w
rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5
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ss13 r2w
vs rAlph lAUren ss13 dolce & gABBAnA
rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5
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versAce
ss13 r2w
rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5
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ss13 r2w
versAce
rAlph lAUren ss13 r2w | coMPetitor analYsis and guide lines | 5
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ss13 r2w
* informal evening - available
vs rAlph lAUren ss13 versAce
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
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ralph lauren women's collection- each runway season, ralph lauren's most dramatic vision of women's fashion is presented to the world. timeless and sophisticated, Women's Collection reflects Ralph Lauren's definitive design philosophy in its groundbreaking juxtapositions of feminine glam-our with impeccable tailoring once found only in menswear. From exquisite hand-embroidered evening gowns worn on the red carpet to luxurious hand-finished cashmere tweed suitings to chic vintage denim inspired by rustic Americana, Women's Collection is the epitome of modern, rarefied fashion as only ralph lauren can express it.
whY/whAt
codes pricing
tArget
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
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BAlAnced coll.
volUmes pricing occAsion oF Use
See Excel file
rl r2w ss13 collection BAlAnced collection
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
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BAlAnced coll.
merch.plAn merch.plAn BAlAnced
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
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sweAter
JAcKet
sKirt
redsilk
entryinformal day
red/creAmacetate/viscose
entryformal day
redacetate/viscose
entryinformal day
Aopsilk
entryinformal day
redacetate/viscose
coreformal eve
black (no embroid.)acetate/viscose
entryformal eve
black (no embroid.)acetate/viscose
entryinformal eve
Balanced
See Excel file
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
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sKirts
top/BloUse
white/blackcottonentry
formal day
backsilk
entryformal day
Aop/Aopsilk
entryinformal day
blacksilk
entryinformal day
Balanced
See Excel file
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
dresses
black/turquoisesilk
entryformal/informal day
turquoisesilkcore
informal day
red/blackacetate/viscose
entryformal eve
violaacetate/viscose
entryinformal eve
Balanced
See Excel file
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
© Milano fashion institute
turquoiseacetate/viscose
entryformal day
Aopsilk
entryinformal day
black (no embroid.)acetate/viscose
entryinformal eve
red(no embroid.)acetate/viscose
entryinformal day
BalancedpAnts
See Excel file
rAlph lAUren ss13 r2w | integration of Merchandising Plan | 6
AnnA AnisimovA | Merchandising & Pricing | Product design & develoPMent | Assignment
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