He wants his product to stand out as something of class, style and power, which is why he choose the infamous logo of the man riding the pony playing polo.
Over the past 40 years since the Polo brand was created, its products have kept similar styles: the preppy American look. The way the Polo Brand is distributed is in three ways: a wholesale segment, retail segment and licensing segment. According to Reuter's evaluation of Polo Ralph Lauren distribution; the Company's Wholesale segment sells its products to department stores, specialty stores and golf and pro shops, both domestically and internationally. Department stores that carry the Polo Ralph Lauren brand are mostly located in North America, around the rest of the world it's usually in specialty shops. During the fiscal year ended April 3, 2010 (fiscal 2010), its Ralph Lauren-branded products were sold through approximately 9,000 doors worldwide. As of April 3, 2010, the Company's Retail segment consisted of 179 retail stores and 171 factory stores worldwide, totaling approximately 2.6 million square feet, 281 concessions-based shop-within-shops and two e-commerce Websites. The company tries to keep its product available to any consumer trying to obtain it, at the same time to satisfy its loyal customers who want the exclusive Ralph Lauren brands such as Polo Black, the company doesn't advertise it as much and usually keep them in limited quantities at limited locations, because they know their loyal customers will buy it. The Company grants its product licensees the right to manufacture and sell at wholesale-specified categories of products under one or more of its trademarks. This applies more to it's international marketing, the company grants licensing partners rights to distribute certain brands or classes of its products and operate retails stores in specific international territories. .
One of the Polo brands greatest strengths in marketing is its promotion strategy.
