Identify failures of the now discontinued brand Ralph Lauren Rugby and Essay

Identify failures of the now discontinued brand Ralph Lauren Rugby and propose a marketing strategy for the re-launch of that brand - Essay Example The company even uses various advertisement campaigns to position the brand in minds of the targeted audience. The store layout is also re-structured. The marketing strategy developed is proposed to Mr. Ralph Lauren in order to persuade him to re-launch the brand. The Ralph Lauren Corporation was incorporated in the year 1967 and was a world renowned clothing brand that defined the American lifestyle. Mr. Ralph Lauren started this company by selling ties which was completely different in design to the tradition design of ties used by men in America. His range of colourful ties gave birth to a brand called Polo. In the later years the product range of the brand widened which included footwear, luxury accessories, apparel, and home furnishings. The company comprised of various brands apart from Polo such as Pink Pony, Chaps, Club Monaco, Black Label, RRL and RLX, American Living, Purple Label, and Rugby. The brand Rugby was launched in the year 2004. Despite of the success of the company this Rugby brand failed miserably in the market place and finally the brand was closed in the year 2012. The common reasons for failure of a fashion brand are its incapability to maintain a leading edge or to remain as trendy in order to meet the demand of the customers. In the years when Rugby was launched there exist a lot of competition in the preppy brand market space. The high priced products had made the brand unable to capture the maximum of the market share. The preppy style of the brand was very fashionable from the starting years of its launch but somewhere the other offerings of the brand were really absurd even for its target market. The offerings of the brand were such as a pair of sweat pants with English style classic boating blazer or herringbone three-row-two sport jacket. The combinations offered by the brand were no doubt fashionable but at the same time they were not that much appealing