Ralph Lauren was in the process of changing the focus of their operations in Asia and expanding:
- Going from a wholesale model to a retail one
- And expanding company owned stores
- China was a high priority, but not the only one
Having come from a wholesale model, the company was deficient in its understanding of consumers in China.
Our responsibility was to help them determine how to position the brand in China:
- Who to target?
- What should they say about the brand?
We employ a process for determining positioning that guarantees that it is optimal. We quantitatively evaluate many, many different ways of positioning a brand against explicit, profit-related criteria arrived at in conjunction with the brand owner.
The RIGHT Answer
Unlike consumers in other countries who have previous generations to look to as role models, Chinese consumers do not have this when it comes to luxury goods. It is the younger generations in China who are buying luxury goods for the first time, and they are making it up as they go. Having iconic individuals like Ralph Lauren himself to show how to live a luxury lifestyle is a powerful way to connect with the brand.