Assessment of WOMEN'S Ready-To-Wear at Ralph LaureN
In fall 2014, RBA was hired by Ralph Lauren to assess the positioning of its women’s ready-to-wear collections.
RBA performed an evaluation of the merchandising and assortment breakdowns by category across various seasons. RBA also looked at the price ranges of each category. RBA assessed the collections both at wholesale and retail.
In order to make recommendations regarding brand positioning, RBA also conducted an extensive analysis of a selected list of competitors, covering the following aspects:
- In-store presentation;
- Merchandising and assortment breakdown by category and season;
- Delivery cycles;
- Price point analysis by category and season; and
- Strengths and weaknesses