Navigating Tradition and Modernity: Ralph Lauren's Brand Strategy in the Global Market

This study examines Ralph Lauren's evolution as a heritage luxury brand, focusing on its ability to balance tradition with innovation to sustain market leadership. The research explores key areas such as heritage branding, luxury consumer behavior, digital transformation, sustainability, and inclusivity. Leveraging iconic symbols like the polo player logo and narratives tied to the "American Dream," Ralph Lauren has created a timeless yet contemporary appeal.

Key insights include the brand's use of tiered brand architecture to address diverse demographics while maintaining exclusivity and its successful integration of omnichannel strategies that enhance both physical and digital consumer experiences. Notable efforts, such as the 2022 Roblox virtual collection, demonstrate the brand’s capacity to engage with younger, tech-savvy audiences.

This analysis also highlights the challenges and opportunities for Ralph Lauren, including the need for ambitious sustainability initiatives and the evolution of inclusive narratives to resonate with socially conscious consumers. Using a qualitative case study approach, the study provides valuable insights for academics and practitioners navigating the complexities of luxury brand management in a rapidly changing global market.