Photo source: Ralph Lauren official site
Ralph Lauren is a brand that is highly integrated founder’s personalities. In addition to its logo, the birth of polo bear is also derived from Ralph and Jerry Lauren's love for teddy bears. They are both collectors of Steiff plush bears, and each bear represents the image of these two designers, such as the bear wearing an American flag vest, a preppy coat, a navy suit and so on. Ralph Lauren began incorporating this element into fashion design in 1990 — printing polo bears on sweaters, ties, jackets, and releasing the “Preppy Bear,” a highly blended American-style bear doll. It was not until 2001 that Ralph Lauren terminated the cooperation with Steiff that the polo bear stopped its production.
In 2013, polo bear returned to the public. After a lapse of more than a decade, the popularity of the polo bear has not diminished. Instead, there has been a rush among young people who admire vintage style and nostalgia because polo bear has also profoundly influenced the hip-hop culture of the United States. In addition, customers can customize their polo bear Polo shirts on the official website. To a certain extent, this reflects the consumer's preference for polo bear. (Photo source: Ralph Lauren official site)
In my point of view, as a classic totem and symbol of Ralph Lauren, polo bear is different from those particular style collections or fashion shows, it caters to the needs of consumers of all ages, while retaining the timeless design that Ralph Lauren wants to express and the special emotions that Ralph Lauren wants to give to customers. There is no doubt that this is a successful case of brand personality.
In November 2018, Ralph Lauren collaborated with the British street brand Palace, which has been developing really fast since last year and won the favor of many celebrities, like Rihanna and Jay Z. The collaboration with popular young brand for Ralph Lauren is a wise strategy to catch the eyes of millennials. And the price of a bear exceeds $800 in London!!
And the following video shows how crazy these young consumers are on the release date in Paris and what they think about Ralph Lauren's new action:
So, has such a lovely polo bear impressed you?
Cheers,
Yifei
Sources:
https://www.grailed.com/drycleanonly/ralph-lauren-polo-bear-history
https://fashionunited.com/news/fashion/ralph-lauren-uses-new-millennial-clientele-to-increase-sales/2018110724427
https://www.ralphlauren.fr/fr/polo-pour-femmes-CYO2200R.html?ab=EU_HP_Slot_9_S1_L2_SHOP
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