Retail Brand Loyalty Proposal

This proposal outlines a strategy for retail brand loyalty, including brand experience, changes to the retail mix, and retailer operations. It discusses the strengths and weaknesses of Ralph Lauren as a brand and suggests ways to improve the marketing mix. The proposal also highlights the importance of digital transformation and simplifying organizational structures for success in today's market.

Retail brand loyalty
proposal

Table of Contents
Retail brand loyalty proposal...........................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Retail brand experience...............................................................................................................3
Change to retail mix.....................................................................................................................4
Change to retailer operations.......................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The retail brand loyalty proposal is the planning of the marketing strategy, that prioritize
the brand of voice that makes the consistency across all the marketing channels as for
example social media as well as the e-mail marketing. This online strategy is used for
the online advertising in the store promotions (Atulkar, 2020). This also includes the
customers that assist to promote the brand online. This will engage them as well as
encourage them and their behaviour. Now, in the context of Ralph Lauren is an
American fashion company that is manufacturing the products that includes the range
the segments that follows the luxury items.
MAIN BODY
Retail brand experience
The company polo ralph Lauren is the popular brand of the lifestyle that goods like
clothing and Accessories as well as other Merchandise. The company contains the
brand that is well popular for its collared T-shirts that is a design which is related to
the signature of the brand.
The primary is mainly offering of the company that includes the range of the apparel
products. This consist of children, footwear, eyewear. Watches, Jewellery, hats. The
one segments. The company mainly do not focus one segments that is not very much
popular by Ralph Lauren that contains the Range of their home products that includes
the bed and bath that products, furniture, fabric as well as the products that also
contains the furniture items and the fabric and the designs of the wallpaper as well as
lighting and giftware (Abbes, Hallem, and Taga 2020). Now, in relation to the brand
experience there is some strength and weaknesses of the company Ralph Lauren.
Visionary leadership- The strongest factor of the success of the company that it
mainly tries to follow the company attitude. The company follows its unique styling as
well as the comfortable design to do manage and build the strong empire within the
fashion industry for the company.
Design- The design of the company is quite different from the fashion trends that
always come and go on the frequent time basis that contains the polo neck T-shirts from

the Ralph Lauren that includes the design that overcame from the test of time. This is
basic because this is not at trend only just comfortable. ( Sarkar, Sarkar and Bhatt
2019)
Multiple channels- The company sells its products through the various number of
channels. The wholesale segments are operating through the department of upscale
that mainly includes the store as well as golf and polo shops.
Innovation marketing Tactics- The innovation in the company marketing that
includes the continuous effort of the company that is the main reason of the success.
Although some of its campaign consist 4D digital technology campaign that will be run
by the UK brand. Now, further discussion about the weaknesses of the company.
Too many sub brands- The company includes the various sub-brands and by their
presence this dilutes the three main core brands that includes the polo, Ralph Lauren,
and Lauren that is accountable for almost 70 percent that is total sales of the company.
Unused inventory- during the lead time of the company are dealing with the
several issues that is long almost at an average of the 15 months. This gives the
outcomes of Unused inventory which causes the company to have to sell most of their
products.
Change to retail mix.
The retail mix strategy of the company ralphs Lauren the marketing mix of the company
must develop the strategy of the marketing mix strategies. This gives the desired result
within the market that they are serving to its customers (Osakwe and Yusuf 2020). This
also helps in developing the strategies that will resolve the various problems of each of
the elements. This gives the capabilities to achieve the broad marketing strategy. This
helps to determine the 7 elements of the marketing mix that suggests the strategies of
each of the marketing mix is as follows-
Product – The company Ralph Lauren is selling its products under the 5
categories that gives the separate product line this gives the product line, and every
product must the products under its brand name. as well products must contain the
various variety availability. This allows the customers to select the product variety that is
best suitable for them. Although, company sells the products that are highly
differentiated with various features that is offered to its potential customers in

comparison to its competitors the products they do not offer (Kumar and Nayak 2019).
The company should extend the additional benefits for the purchasing that includes the
warranties, delivery and will give the service of the sales helpline services.
Price- The current pricing strategy to set the strategy and will select the
appropriate based strategy of pricing. This is the reason data of the competitors is easily
available in the large number of the competitors that exists within the industry. As well
as the company use the pricing strategy to provide the discounts and allowance, where
it shows the lower price of the product for attracting its customer and gain the market
share. The company will also use the psychological pricing where the prices that
products show the lower as for example the products worth $100 as $ 99 that people
will consider as the lower price.
Place- The company selling its products by their two of the marketing channels.
Firstly. Where it sells directly to the customer through their online website. The second
this sells form the wholesalers that is present in all over the country ( Thakur, 2019 ).
Although, company should open its shop on the social media. Where this will sell its
products on these platforms that contains the social media posts. This will give the
opportunity for the company to generate more and more sales.
Promotions-This uses the multiple media channels to promote its products. This
uses the traditional media that includes the advertisement on the Television and radio.
This gives the advantage because of its large reach and gives the capabilities to attract
the large population of the peoples. The promotion must comprise the personal selling
because this constitutes the large sales forces because to make its presence in retail
stores.
Change to retailer operations.
The changes happening frequently within the world due to changing in the
preference of the customers. Now, the company is focusing on its advance digital
transformation to simplifying the structure of the company. These steps can enable the
company towards the progress while changing the brand elevation journey and helps to
deliver the Ralph’s vision in today’s world there is the need of dynamic changing in the
world. That helps to inspire the customers across the world that creates the value for all
the partners of the company.

Simplified organizational structures – This create simpler team structures that is
enabled to build the customers relationship and help to gain the consumer. This also
comprise the consolidation of the company within the global marketing as well as the
branding functions. The establishment of the new consumer intelligence as well as
experience of the individual functions. This will do focused on leveraging the consumer
insight as well as the predictive analytics to run the personalized experience of the
consumer that will give a good experience of scale and again re- organization of the
company to corporate the merchandising the teams to combine their core brand position
(Brochado and Oliveira 2018). This provides the greater connectivity as well as
productivity. The company also focused to contribute the global citizenship and
sustainability in every aspects of its business. This will make the key responsibility for
every leader.
Digital transformation- The company focused in transforming that how they are
operating and implementing the new technology ways in the various key areas of the
business. This includes the rolling out of the business, this human resource and
planning of the system globally helps in elevating and focused to delivers for the
consumer through their digitizing the project value. Apart from this, the company has the
wide initiative to resolve the ways how working environment can be better that connect
the teams and helps to digitize the journey of the products. This will enable the faster
and more connected decision- making from the product design to market (Chi, 2018).
The company Ralph Lauren is also continuing to make investment in the technologies
that help to deliver the more enhance and customized product and provides them the
good experience of the company products.
Financial impact- This also includes the evaluation of the company of the team as
well as organizational structure as well as supports the future growth and the profitability
to create the sustainable cost structure of the company that is related to the
organizational structures and ways of working.

CONCLUSION
From, the above report the conclusion of the topic is as follows, this topic includes
the retail brand loyalty proposal. As this refers the brand strategy of the company as
well as the lifestyle of the goods, this project also includes the retail brand experience to
make the product and services more attractive towards the customers. This also focus
on the some changing in the retail mix that constitutes the product, place, price, people
and promotion.

REFERENCES
Books and Journals
Atulkar, S., 2020. Brand trust and brand loyalty in mall shoppers. Marketing Intelligence
& Planning.
Abbes, I., Hallem, Y. and Taga, N., 2020. Second-hand shopping and brand loyalty: The
role of online collaborative redistribution platforms. Journal of Retailing and Consumer
Services, 52, p.101885.
Sarkar, A., Sarkar, J.G. and Bhatt, G., 2019. Store love in single brand retailing: the
roles of relevant moderators. Marketing Intelligence & Planning.
Osakwe, C.N. and Yusuf, T.O., 2020. CSR: A roadmap towards customer loyalty. Total
Quality Management & Business Excellence, pp.1-17.
Kumar, J. and Nayak, J.K., 2019. Consumer psychological motivations to customer
brand engagement: a case of brand community. Journal of Consumer Marketing.
Thakur, R., 2019. The moderating role of customer engagement experiences in
customer satisfaction–loyalty relationship. European Journal of Marketing..
Brochado, A. and Oliveira, F., 2018. Brand equity in the Portuguese vinho verde “green
wine” market. International Journal of Wine Business Research.
Chi, T., 2018. Understanding Chinese consumer adoption of apparel mobile commerce:
An extended TAM approach. Journal of Retailing and Consumer Services, 44, pp.274-
284.