NEED FOR CAMPAIGN
Ralph Lauren has noticed a dramatic decline in online sales traffic since the coronavirus pandemic. While European and Asian markets are performing well, North America has stagnated in the past year. While the brand is limited to aesthetically evolving, online retail presents a significant growth opportunity—one that is necessary to guarantee longevity in such a saturated marketplace.
TARGET AUDIENCE
Coincidentally, the age group prioritizing online shopping the most is the one Ralph Lauren has struggled to connect with: Gen Z. Partnering with Billie Eilish not only directly puts Ralph Lauren in the eyes of this target audience, but the capsule collection inspired by her hit single “Birds of a Feather” also positions the brand within the cultural zeitgeist.
AD PLACEMENTS
Ralph Lauren must adopt a strategic approach to stand out, as Gen Z tends to shop across multiple brands with minimal loyalty. To best reach this young demographic, the ad will appear both OOH (out-of-home) in select college cities and online, where Gen Z frequents most. Teaser posts will be shared across Ralph Lauren’s social media channels and on the main website before the drop—acknowledging most visitors to ralphlauren.com fall within the 25-34 age range. An electronic newsletter will also be sent out to ensure we reach all audiences, including loyal Ralph Lauren customers with Gen Z children.
CAMPAIGN GOALS
The goal of this campaign is to maintain Ralph Lauren’s timeless image while experimenting with a slightly edgier approach to target younger audiences. Ultimately, the goal is to drive product sales and build brand loyalty.
For Ralph Lauren to stand the test of time, it cannot remain firmly planted in the past. The tagline “Till the Day That I Die” is not only a nod to the lyrics in Billie’s hit song, but a provocative call to action beckoning a second look from potential consumers. When they look deeper, they will learn not just about the collection with Billie, but also Ralph Lauren’s commitment to sustainability—featuring high-quality clothes made of eco-conscious materials designed to last “till the day that you die”.