Ralph Lauren
Autumn/ Winter 2022
by
FINAL Major PROJECT
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PHOTO: @ANNAWINCK
PHOTO: @CHAMPAGNEMANI
PHOTO: @MARIAISABEL
Contents Introduction to Range
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Customer Profiling
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Brand Position and Competitors
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Trend Analysis
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Competitive Shop Report
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Inspiration Trip
10
The Bought Samples
11
The Range Plan
12
Garment Spec Sheet
20
Fitting Session
21
Critical Path / Supply Chain
22
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Introduction to Range For my final project this year, I wanted to create a buying range for Ralph Lauren. After some initial research, It was decided that Ralph Lauren needed a brand revamp. I felt this was necessary to keep up with current street trends. The majority of their clothing is very formal – for a older generation. In order to make Ralph more current, I needed to create a new target customer, one that was in line with my capsule collection. Using an Instagram Poll, I found that 63% of my followers (all of whom fall into my target audience) voted in favour of more casualwear. Because of this result, I knew what I needed to create. However, went creating this range, I wanted to ensure the brand identity remained the same timeless staple that it has always been. Therefore, much of my clothing will feature the iconic Pony – that every person knows and loves. When deciding which pieces to put into the collection, I researched the top streetwear products. Results from the HypeBeast and Stratergy& report highlighted that Hoodies and T-shirts were an essential in creating best sellers. From here, I looked at celebrities, runways, and social media to collate a small range of nine items – all of it which can be ‘mix and matched’ to any gender or occasion.
Fig 1: (Streetwear Market Statistics & Global Trends, 2019)
The aim of this range is that it will be worn eternally, being found in Vintage Shops in the future. It will be the time Ralph Lauren became ‘cool.’ I believe it will be largely successful as it is priced fairly, in-line with top competitors- Supreme and Palace. Making it similar to these huge brands. I have created these next slides to show a step-by-step presentation which justifies the need for this Autumn / Winter 2022 Collection, as well as further information on the customer, release dates and fittings.
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Customer Pen Profile Main image Ref- (Hailey Bieber’s Best Street Style Looks Through the Years, 2021)
Name - Hailey Age - 21 Hobbies – shopping, brunches and photography. Shop – Brick Lane Vintage Market Favourite Place - London Job – Working in Marketing Dream Destination – New York City
For my collection, I decided to focus more on the younger, trend driven generation. These customers often have enough disposable income to buy quality pieces. In their free time, they love to explore, take ‘instagrammable’ pictures, go shopping and travel. I chose to base my customer pen portrait on model and social media icon Hailey Bieber. She would be the ideal face for my revamping of Ralph Lauren as she is often seen wearing items that have ‘bubbled up’ from the streets. This can then be shared across social media, urging people to copy her effortlessly trendy looks.
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Brand Mapping When analysing competitors for my range, I wanted to focus more on the specifics for my collection. I know who Ralph Laurens’ standard competitors are and I have completed a competitive shop report on those (next page). However, in terms of the streetwear market, I wanted to explore potential direct competitors, such as Supreme, Stussy and Palace. By doing this, I felt I could get a more accurate representation of my target market. Brands like Supreme and Palace are market leaders for fashion ability and affordability. The majority of people who wear streetwear will have at least one of these labels in their wardrobes.
Unknown, Drama Call and Corteiz are all brands made popular through the internet. Each brand will release an exclusive drop that more often goes viral on Social media. Consumers then decide that these are the must have items. This is all because of ‘hype.’ Generally, they are more affordable to ‘just buy’ and have a huge resale market.
Off-white and Vetements are the ultimate Premium brands. These are stylish and expensive high quality garments worn and endorsed by celebrities. These items often have the highest price tags. Less people have these items making them the most exclusive.
Other brands such as Nike and ASOS, are affordable timeless brands that provide many wardrobe staples. They are very accessible to all shoppers and majority of people, even if not into streetwear will wear. They can often ‘get the look’ with dupes of an item for a fraction of the price.
The blue circle in the center of my brand map represents my collection. This is because I would like it be accessible to all, yet exclusive enough that many people will be want to seen wearing the collection. I believe this is possible by the correct methods of online marketing, combined with trend driven products.
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Jerseys
Collegiate
Parachute Pants
Logos
s at
denim
e Sw
Neutrals
Streetwear Trend Board 7
Competitive Shop report To view and evaluate the competition, I decided to conduct a competitive shop report (comp shop). I could then see in real-life, the advantages and disadvantages of my most direct competitors. From research, I learnt that Ralph Lauren’s biggest competitors are – Tommy Hilfiger, Abercrombie and Fitch and Calvin Klein. As I arrived to the first store, Calvin Klein, I noticed that both Abercrombie and Tommy Hilfiger were all positioned on the same row of shops. From my own knowledge, customers tend to shop in all three (which are priced very similarly). Therefore it would be logical to have them all in the same area of Regent Street.
Ralph Lauren was the best presented store out of the four – however it is on Bond Street – which is known for prestige, being the home of luxury brands like Cartier, Hermes, Dior and Chanel. When browsing staff were very attentive and welcoming, this helps prospective customers feel welcomed and well-informed about their purchases. However, its’ main downfall was the lack of basics, including clothes for the younger generation. Most items were for professionals (their standard target audience), for my collection, I aim to change that, making more ‘current’ pieces that would become staples for streetwear and Ralph lovers alike.
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Abercrombie and Fitch on Regent Street had the strongest clothing range amongst all its’ other competitors. From size availability to style, every item was tasteful and trendy. This can be said for the menswear section also. I would like to apply this to my range, in order to make my clothing collection accessible to all. The store was also very minimal and aesthetic, making browsing a joyous experience from start to finish. However, Tommy Hilfiger and Calvin Klein lacked any ‘wow factor.’ What I mean by this is that there were clothing items, mostly basics, but nothing really was being showcased to drive sales. This is a downfall because when I entered and scanned the store, I found that I was ready to leave fairly quickly. One of the only things that stood out when visiting Hilfiger was that the window display was enticing - I wished this continued in store. This would have encouraged a customer to purchase an item or two. I also felt that in both stores, I was not welcomed. Even wearing clothing created by their brands I had been dismissed slightly. However, in Abercrombie and Ralph, I felt much more welcomed/comfortable – despite their similar price points.
From these visits, I have learnt that customers across all four stores, often opt for trends and versatility. What I mean by this is that a basic white t-shirt will become a staple and be styled with other staple items. This is why I completed my tables with basic items - that would be very similar across the board. Another thing that I observed was that customers tend to spend more on something that is universal and good quality. I will incorporate both these factors into my collection as I hope for them to become items that one day may come full-circle and in fashion once again.
Left to right – Tommy Hilfiger, Abercrombie, Calvin Klein and Ralph Lauren.
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Inspiration Buying Trip – East London To gather initial inspiration for my collection, I took a trip to East London more specifically, Brick Lane. When I arrived, I was greeted with creative graffiti and independent stores. The famous vintage market was the highlight of the trip. From the moment you enter down the stairs, you are drawn to the multiple stalls and areas selling everything from sunglasses to one-of-a-kind racing jackets and memorabilia.
Brick Lane Vintage Market from the outside.
(Brick Lane Photos and Premium High Res Pictures - Getty Images, n.d.)
When walking around I noticed many Ralph Lauren pieces, that had been reworked to remain current. There were also many Ralph shirts and caps – both timeless pieces which will now be classified as vintage. As I continued in the area, I began people watching. This was very effective in noticing what and who people were wearing. There was lots of individuality, but also many people followed ‘staple trends.’ In this area there was a lot of creativity which was particularly inspiring to my range. “Shopaholics can spend hours rummaging for a unique
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find in Brick Lane’s vintage shops.” (Grogan, 2021)
The Bought Samples Picture of Item
Retailer and Cost of Item
Off-White £200
Sample developments and amendments
Approx . Retail Price
Units to sell to cover the cost of the bought sample
1.
Move logo to corner to be more subtle Create in multiple colours, inc blue and black. Thicker Straps More Cropped
£39.00
200 / 39 = 5.128
Create a pair in beige Remove the ringed pockets Add toggles to make it closer fitting at the ankle (parachute style) Make logo more prominent.
£115
2.
3. 4.
1 Palm Angels £665
1. 2. 3.
2
4.
Sell – 6 Units
665/120 = 5.542 Sell – 6 Units
Ref – 1 (Off Stamp Ribbed Tank Top, 2022), 2 (Cargo Pants, 2022)
I chose these two pieces when to be my bought samples. This is because the two brands items’ are aspirational competitors to my collection. As well as this, they match closely as inspiration to the pieces in my range. These are the perfect staple items to trickle down from the runway into the streetwear market. By doing this, consumers will be able to copy a look for less.
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Autumn/Winter 2022
Outfit Building
Ralph Lauren Autumn/Winter 2022 Range CAD
Product Name
Colour and Material
Store Distribution and Grade No
Order Quantity
HighWaist Dad Jeans
99% Cotton 1% Elastane
All Stores + Online
1500
Logo Sweat
60% Cotton 40% Polyester
Grade 7
Top 30 Stores + All Flagships
1100
Grade 4
Pony Tank Crop
100% Cotton
All Stores + Online +
International Grade 8
12
1650
Retail Price
Cost Price
£130
£32.50
Margin
70%
Size Availability, Ratio and size break
Waist - 26 to 44 inches Length – 32 inches 26 28 30 32 34 36 38 40 42 44 Ratio - 1 2 2 3 3 2 1 1 = 15 100 200 200 300 300 200 100 100 = 1500
£85
£21.25
70%
XS – XXL XS S M L XL XL XXL Ratio – 2 3 4 5 4 1 =19 166 174 232 290 232 58 = 1100
£32
£8.00
70%
XXS – XXL XXS XS S M L XL XXL Ratio – 1 2 3 4 3 1 1 =15
Why does this need to be in my collection? These jeans adapt Ralph Lauren Classic denim into a more casual and relaxed everyday jean. Baggy Jeans are much more on trend than skinnier jeans – due to social media and street trends. This unisex piece can be styled with all the other pieces - dressed up or down.
This sweatshirt will become the next Ralph Lauren Wardrobe staple. It is similar to other Polo Pieces but has more of a ’vintage look’ – like something found in Brick Lane. Following the graphic logo trend – it is sure to fly off the shelves.
This basic cami top can be styled with other pieces from my range or as a base to any look. With the instantly recognisable Pony this simple statement piece is guaranteed to be popular.
110 220 330 440 330 110 110 = 1650
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Ralph Lauren Autumn/Winter 2022 Range CAD
Product Name
‘67
Colour and Material
Store Distribution and Grade No
Order Quantity
100% Polyester
Exclusive to Flagships Only
200
Basketball Jersey
Grade 1
Cargo Trousers
100% Cotton Synthetic Blend
All Stores + Online
1500
Grade 7
Brown Logo Puffer
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65% Waterproof Nylon 35% Polyester Inside – Down Feathers
Top 30 Stores + All Flagships Grade 4
1000
Retail Price
Cost Price
£65
£16.25
Margin
70%
Size Availability, Ratio and size break
XS – XL XS S M L XL Ratio – 1 2 2 2 1 = 8 25 50 50 50 25 = 200
£90
£22.50
70%
XS - XXL XS S M L XL XXL Ratio - 1 2 3 3 1 1 = 11 136 273 409 409 136 136 = 1500
£220
£55.00
70%
S – XXL S M L XL XXL Ratio – 2 2 3 1 1 =9 222 222 333 111 111 =1000
Why does this need to be in my collection? This piece is inspired by Louis Vuitton's’ take on a Basketball Jersey. It can be worn alone (oversized) or with the bike shorts underneath for an effortless sportystreet look. Popularity is backed by my primary research. Many people in my target audience wear/will wear cargos. These are timeless and can be styled up or down. (unisex)
This puffer was created as a version of the ‘North Face Nuptuse Jacket’. Brown is the colour of the season – this coat will be a sell out and people will eventually have this as a collectors item.
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Ralph Lauren Autumn/Winter 2022 Range CAD
Product Name
Colour and Material
Patch Logo Box Tee
100% Cotton
Logo Bike Shorts
7% Elastane 93% Nylon
Store Distribution and Grade No
Order Quantity
Top 100 Stores
1200
Grade 6
All Stores + Online + International Grade 8
16
1600
Retail Price
Cost Price
£50
£12.50
Margin
70%
Size Availability, Ratio and size break
S – XL S M L XL Ratio – 2 3 2 1 = 8 300 450 300 150 = 1200
£38
£9.50
70%
XXS – XL XXS XS S M L XL Ratio - 1 1 2 3 3 2 = 12 133 133 266 399 399 266 = 1600
Why does this need to be in my collection? This patch tee follows the collegiate trend. This piece is a basic used for layering. This is also a unisex piece but will be marketed on a male.
This basic piece will be the perfect fit underneath any of the tops (if worn oversized.) Or this can be worn throughout summer as well as A/W as shorts with a Cami top.
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Garment Spec Sheets A/W 22 Pony Tank Crop
Straight Stitch along Hem lines Attach Logo Badge (pony) Sew in Label and Authenticity Label
Item 1
01.09.2022 White Cropped Top
White Threads
1
Attach front piece to back as well as around edging.
Blue Thread
1
Attach below neckline onto right above breast area.
1
Inside Garment where neck position is.
Navy Blue Thread
Make all raw edges neat and crisp. 4 cm in length, 2 in width
See arrows
Item 2
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A/W 22
01.09.2022
Brown Logo Puffer
Winter Jacket
Grey Stitching as shown on image
Grey
1
Main Body, Hood Area and Pockets
Sew in Label and Authenticity Label
Navy Blue Thread
1
Inside Garment where neck position is.
Attach Logo Badge (pony)
Grey / Off-White
1
Should take up all back panel – but not reach top or bottom of garment.
Attach Pockets
Brown Material (same as main body)
2
Where arms meet main body when placed flat
Follow image as guide See arrows Leave 3cm top and bottom
Use image ref
A/W 22 Range Critical Path Sign Off Meeting
25.05.22
Style Description/Name
‘67 Basketball Jersey
Order Quantity
200
Initial Fit Session
30.05.2022
Confirmation Sample Fitting Date
13.06.2022
Fabric/Trim Approval Date
04.07.2022
Gold Seal Sample Fitting Date
11.07.2022
Production Start Date
14.07.2022
Agreed Factory Exit Date
21.07.2022
Transport Mode
Sea
Country of Origin
Cambodia
Arrival Date into Distribution Centre
25.08.22
Store/Online Launch Date
01.09.2022
This critical path has been created for a UK Flagship Launch on 1st September 2022. this is in time for the post-summer Autumn/Winter Season. I have chosen Cambodia as my country of origin, as based off my research, many Ralph Lauren products are manufactured here. From leaving the factory, to arrival in distribution centre, I am going to allow 5 weeks, instead of the standard 4, so that if there are any delays, my range will not be affected.
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The Fitting Session Season
Style Name
Description
Model
Fit Session Date
Sample Stage
People Present
Launch Date
A/W 22
Logo Bike Shorts
Bike Shorts
Emily Wright
30.05.22
First Fit
Head Buyer, Assistant Buyer, Fit Model and Garment Tech
01.09.22
ß Before
Testing 1. Stretch (easy movement) 2. Opacity (result – not see through) 3. Thickness (good thickness of material, feels good quality)
Issues
Removing some length will make the shorts fit more as athleisure / more on trend and stylish.
Remove 3cm of Fabric from the end (to make slightly shorter) Use different colour thread (dark grey) to add contrast around stitching.
PROCEED TO NEXT SAMPLE STAGE: NO/RESUBMIT
YES
PROCEED TO ORDER MATERIALS: NO/RESUBMIT
YES
After à
*not to scale*
Wash Care Label Details 1. Wash Similar Colours Together 2. Wash at no higher than 40 degrees 3. No Tumble Dry
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