Ralph Lauren SWOT Analysis
| STRENGTHS | WEAKNESSES |
| ★ Strong brand identity, spanning decades – solidifying itself as a classic, aspirational American brand. ★ Diversified product portfolio (Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children and Chaps) ★ Global market presence, with 209 retail stores worldwide as of 2024 (Asia: 138, North America: 48, Europe: 43). ★ Steady growth over the past five years, reflected in its stock price. | ★ The “preppy aesthetic” could be considered outdated compared to other brands catering toward bold designs. ★ Younger consumers tend to be more attracted to trendy items rather than classic items. ★ Limited ability to morph to current fashion trends because of the brand’s philosophy. ★ Decline in e-commerce sales growth following the coronavirus pandemic, with North America showing no comparable growth from 2023 to 2024. |
| OPPORTUNITIES | THREATS |
★ Continual growth in e-commerce as more customers shop online. ★ Increased interest for “slow fashion” brands who deliver quality, long-lasting goods. ★ Advances in Artificial Intelligence aiding brands in customer insights and the development of personalized experiences, strengthening brand-to-consumer relationships. ★ Rise of influencer marketing & collaborations. Young buyers are more likely to make a purchase if endorsed by an influencer or celebrity. | ★ Highly competitive and saturated market – demanding consistent innovation. ★ Stagnated growth of Asia’s middle-class, predicted to soon decline as a result of inflation and shortage of skilled workers. ★ Economic volatility and risk of recession – forcing consumers to prioritize necessities and limit luxury items. ★ Majority of Gen-Z shop across multiple brands, rather than remaining loyal to a select few. |