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This excerpt taken from the RL 10-K filed May 30, 2007. Marketing
Our marketing program communicates the themes and images of our
brands and is an integral feature of our product offering.
Worldwide marketing is managed on a centralized basis through
our advertising and public relations departments in order to
ensure consistency of presentation.
We create distinctive image advertising for all of our products,
conveying the particular message of each brand within the
context of our core themes. Advertisements generally portray a
lifestyle rather than a specific item and include a variety of
products offered by ourselves and, in some cases, our licensing
partners. Our primary advertising medium is print, with multiple
page advertisements appearing regularly in a range of fashion,
lifestyle and general interest magazines. Major print
advertising campaigns are conducted during the fall and spring
retail seasons, with additions throughout the year to coincide
with product deliveries. In addition to print, some product
categories have utilized television and outdoor media in their
marketing programs for certain product categories. Our Polo.com
e-commerce
website presents the Ralph Lauren lifestyle on the Internet
while offering the full breadth of our apparel, accessories and
home products.
If our domestic licensing partners are required to spend an
amount equal to a percent of their licensed product sales on
advertising, we coordinate the advertising placement on their
behalf.
We also conduct a variety of public relations activities. Each
of our spring and fall womenswear collections are presented at
major fashion shows in New York City, which typically generate
extensive domestic and international media coverage. We
introduce each of the spring and fall menswear collections at
major fashion shows in cities such as New York or Milan, Italy.
In addition, we organize in-store appearances by our models,
professional golfers and sponsors. We are the first exclusive
outfitter for all on-court officials at Wimbledon through 2010.
We are also the official outfitter of all on-court officials at
the U.S. Open tennis tournament through 2009.
This excerpt taken from the RL 10-K filed Jun 15, 2006. Marketing
Our marketing program communicates the themes and images of our
brands and is an integral feature of our product offering.
Worldwide marketing is managed on a centralized basis through
our advertising and public relations departments in order to
ensure consistency of presentation.
We create distinctive image advertising for all our products,
conveying the particular message of each brand within the
context of our core themes. Advertisements generally portray a
lifestyle rather than a specific item and often include a
variety of products offered by both ourselves and our licensing
partners. Our primary advertising medium is print, with multiple
page advertisements appearing regularly in a range of fashion,
lifestyle and general interest magazines. Major print
advertising campaigns are conducted during the fall and spring
retail seasons, with additions throughout the year to coincide
with product deliveries. In addition to print, some product
categories have utilized television and outdoor media in their
marketing programs for certain product categories. Our Polo.com
e-commerce
website presents the Ralph Lauren lifestyle on the internet
while offering the full breadth of our apparel, accessories and
home products.
If our domestic licensing partners are required to spend an
amount equal to a percent of their licensed product sales on
advertising, we coordinate the advertising placement on their
behalf.
We also conduct a variety of public relations activities. Each
of our spring and fall womenswear collections are presented at
major fashion shows in New York City, which typically generate
extensive domestic and international media coverage. We
introduce each of the spring and fall menswear collections at
major fashion shows in cities such as New York or Milan, Italy.
In addition, we organize in-store appearances by our models and
sponsors, professional golfers, snowboarders and triathletes. In
March 2006, we announced a five year arrangement as the first
exclusive outfitter for all on-court officials at Wimbledon
through 2010. This follows our four-year arrangement to be the
official outfitter of all on-court officials at the
U.S. Open tennis tournament, which began in 2005.
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