Identiy a resaon(s) for failures of the Ralph Lauren Rugby and propose Essay

Identiy a resaon(s) for failures of the Ralph Lauren Rugby and propose a marketing strategy for re-launching the brand - Essay Example Other than this, the brand of Ralph Lauren Rugby might increase its customer base and loyalty in the market as compared to its rival contenders. Only then, the brand of Ralph Lauren Rugby might regain its competitiveness and position in American market. Ralph Lauren Rugby is recognised as one of the popular clothing brand that offers trendy and modern designs of apparels and dresses, as per the style of the citizens of America. Since, 2004, the brand of Ralph Lauren Rugby is trying to satisfy the demands and requirements of the Americans with the help of its wide range of Preppy/Rugby designed clothes. Other than this, the brand of Ralph Lauren Rugby positions itself as a company with distinctive image by offering a wide range of Preppy/Rugby inspired lifestyle apparel for male and female individual of age groups of 16 to 25. Due to the presence of these fashionable clothes, the net income and total sales increased by a significant extent as compared to many other rival brands. However, in spite of wide range of trendy products, the brand of Ralph Lauren Rugby failed to retain its brand value and portfolio in the market. This essay mainly tries to highlight the reasons for the failure of the position of the brand of Ralph Lauren Rugby. Along with this, a re-launching marketing strategy for the brand is also proposed so as to enhance its sustainability in the market. In spite of comprising of a legendary position in the segment of fashion industry, the brand of Ralph Lauren Rugby failed to retain its image and reputation for a long time. The prime reasons that lead to the decline of the market share and equity of the brand of Ralph Lauren Rugby are presented below: Niche market, which is too narrow: the company of Ralph Lauren Rugby positions itself a premium brand and so its targeted customer range is quite small, i.e. 15-25 years of age as compared to many other successful brands like A&F, Jack Wills and Same Style. Moreover, the style of