Assignment #1 Essay example

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Assignment #1

In the article“Ralph Lauren Is Pushing Higher Into Luxury With New Stores, Accessories” Ray A. Smith argues that nowadays you might be surprised need to hunt for the brand's popular preppy shirts with the polo-player logo in Ralph Lauren store. The reason is Ralph Lauren want to made luxury products rather than the popular polo shirt. On the first floor of designer's New York City men's store on Madison Avenue usually can find $4100 men’s watches and starting $500 shoes, the most popular polo shirts have been relocated upstairs. At the Ralph Lauren women's store hardly can find popular products, Most of products the price tags in the $1,700-to-$4,000 range. As same as men’s store, more-affordable lines on the third floor. The Ricky bag pushing Ralph Lauren Corp.'s into luxury's higher reaches and making distance from the popular Polo brand. Especially for Polo's classic preppy staples, now the company want to making difference between with the Polo name and Ralph Lauren. Staring point $4,695 for a Ralph Lauren suit compare with Polo men’s suit starting at $995. Ralph Lauren want to making consumer best known for luxury accessories as well as known for the Polo clothing. Ralph Lauren brought control of production of its shoes in house rather than license them to another company. Sometimes, limited edition is a good way to attract consumers. In 2001, the company dropped the “Polo” from the corporate name, this can help consumers focus on the Ralph Lauren is a luxury Accessories brand. Robert Burke, a luxury-goods consultant argues that there are many Asian wearing Polo brand. Polo’s success can exceed the luxury brand. I agee with this idea, the reason is luxury brand usually can offer products for rich people. In fact, most consumer only can purchase Polo brand products. The potential rewards of Ralph

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