On November 11, 2023, Ralph Lauren's official flagship store ranked seventh on the sales list of Tmall clothing stores, which is a remarkable achievement. For many years, the brand's sales in the Chinese market have been relatively mediocre, and it has rarely made it into the top 20 sales list.
Ralph Lauren is a brand founded in the 60s of the last century and enjoys a high reputation in the United States. From the novel "The Great Gatsby" to the American drama "Friends," Ralph Lauren's name has been featured in the brand, and the brand has been a supplier of clothing for the U.S. national team at multiple Olympic Games, as well as a cult watch in political and social circles.
As a "national brand" in the United States, Ralph Lauren was one of the first international brands to enter the Chinese market in the 80s. Their polo shirts have been jokingly called "the standard for successful men". The "red shirt" that Zhou Hongyi, the founding partner of Sequoia Capital, often wears, refers to Ralph Lauren's polo shirt.
However, in the past few years, Ralph Lauren's performance in the Chinese market has been mediocre, and sales have been relatively sluggish. However, in the 2023 Singles' Day shopping frenzy, the brand's sales have changed dramatically. The middle-class Chinese girl became the savior of the Ralph Lauren brand.
There is a growing demand for fashion brands among middle-class Chinese girls, who pay more attention to the history and culture of the brand, and are willing to spend more money on high-quality products. At the same time, Ralph Lauren also realized the huge potential of the Chinese market, began to adjust its marketing strategy, and actively engaged with Chinese consumers.
Ralph Lauren has succeeded in attracting more Chinese consumers through partnerships with Chinese pop culture and fashion icons, as well as marketing campaigns on social media. In particular, a series of limited-edition styles and promotions were launched during the Double 11 period, which further stimulated consumers' desire to buy.
The rapid rise of middle-class girls in China has brought new opportunities for the Ralph Lauren brand. The brand is expected to continue to invest more in the Chinese market and adjust its product design and pricing strategy according to consumer demand.