RSS for tag 'polo'

brands and private label clash at the department store

11/01/2007 05:38:02 AM
Fortune has a good story about VF's Nautica brand, which seems to be having some trouble competing with department store brands and the category leader Polo.

VF has long adopted a strategy of acquiring brands with limited distribution and leveraging its muscle at a department store level, to grow them. It now looks like this strategy is coming undone. Department stores are in love with the margins that private label can achieve and some have even gone out to seek the services of Ralph Lauren to help them develop their own-label brands.

This makes life tough for VF, it can no longer rely on department store distribution as a given and has to invest in building these acquired brands through broad scale communication and brand experiences.

Fortune, even notes one of Nautica's major weaknesses is that it has no stand-alone stores and I noticed it doesn't yet have e-commerce on its website, although this is coming in 08.


Posted by Ed Cotton
Tags: polo (2) ralphlauren (3) departmentstores (3) vf (1) nautica (1)

selling real estate like high fashion

06/17/2007 07:04:45 PM
Real estate is the most expensive thing we will ever purchase, but most advertising never reflects this. Talisker, a private home ownership club located in the wilderness of Deer Valley, Utah, is taking a different route.

The club teamed up with two of the world’s leading fashion photographers, Patrick Demachelier and Peter Lindbergh and even included Lauren Hutton on their shoot.

These photographers make Talisker look like “Real estate by Ralph Lauren”, which is not surprising,Talisker’s creative director, Nancy Vignola, was formely a creative head at Polo Ralph Lauren.Talisker Ad CampaignTalisker Ad Campaign


Posted by Ed Cotton
Tags: linbergh (1) polo (2) ralphlauren (3) utah (1)

Articles for tag polo (2 total).