fast fashion of Ralph Lauren
Reshaping focus and returning to the value creation of core brand
Larsson urges the company's product development, marketing and sales energy back to three core brands, that is, Ralphlauren,lauren,polo. And for other auxiliary brands, will be more stringent ROI assessment to assess the value of its existence, for the low return of the sale of Long tail brand will be eliminated.
At the same time, whether the product research and development design or brand marketing, will be around the customer's four requirements of the scene launched, that is, sports, leisure, dinner and work, to promote the real consumer-centric business, rather than excessive emphasis on the RL symbolic style elements.
This is not easy for a company with strong brand genes, taking the early years of this year as an example, in order to keep pace with market demand changes, on the one hand " Compromise "to reduce the brand symbol of the new proportion, replace more for the seasonal fashion judgment of new products, conduct sales testing, on the other hand, strengthen the symbol of the trend of products, increase marketing input, is the core SKU sales and Maori contribution to further increase, while controlling the low marginal contribution of the long Tail sku. The following figure, RL said such adjustments to the initial success, seasonal fashion products accounted for more than 28%, symbolic single goods accounted for 42%, and 7 best-selling products in 5 is a symbol of a single product, has a higher profit contribution.
Reshaping the operating model
Larsson to keep the products close to the market, enhance the overall marketability, escape the whole operation model of remodeling. The key question, of course, is how to shorten the product's listing cycle from 15 months to short? There is no doubt that on the one hand to increase the interaction with channel distributors and retail outlets, the real retail end of the demand feedback back is very critical, on the other hand, to strengthen collaboration with suppliers, reduce the procurement and production response cycle is very important.
Larsson apparently took advantage of its successful operating experience in H&M, and he is currently trying to introduce a 8-week product test plan, anticipating that it hopes to communicate with the channel vendor soon after the new design is complete, and then try a small batch production to push the store for experimental sales, if the consumer feedback is positive, Rapid arrangements will be made to expand production.
It is designated as an American athlete's Olympic dress, its embodiment of American enthusiasm, freedom and the nature, while symbolic of the light luxury temperament, for the vast number of Chinese netizens relish.
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