Designed for a person who appreciates the finer things in life, and is newly able to afford a = luxury items, Ralph Lauren's designs and strong marketing of his brand name lines spoke to a consumer who aspired to a luxury lifestyle. Lauren himself was raised from humble beginnings in the Bronx, although always looking to the luxuries of life including, "hand-tailored clothes, manor houses, sports cars, fine horses and manicured lawns." Those now buying his products are typically professionals who earn enough to afford a taste of the luxury lifestyle, and are intrigued by Lauren's marketing approach, which fills a desire of the consumers to have a piece of luxury for themselves, although they may not actually be from old money. Lauren also profits from the increasing popularity of sportswear, as clothing becomes more functional, comfortable and practical, adapting to the changing lifestyles of Americans.
This article puts Ralph Lauren's newly-found success in context of the larger fashion scene in America during 1986, and at this time, Liz Claiborne was the most profitable designer, selling primarily to professional women at mid-level price points. Understanding the most profitable designer underscores the target market that is creating the most demand for product. As found in earlier research, I believe this shows a fundamental shift in American culture and lifestyle, as women in 1986 are increasingly working outside of the home in successful careers of their own, for which they require professional attire. They are also now making their won money, with which they can afford to invest in their wardrobes.
In a time of exaggerated trends, Ralph Lauren designs appealed to those who appreciate restraint and conformity, as actress Candice Bergen explained, " 'He incorporates the things you've loved for years. I'm basically not one who is comfortable in massive shoulder pads or the trendy things.' "
You can read the original article from Time magazine here.
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