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BOS Moves

Ralph Lauren

Ralph Lauren Blue Ocean Strategy Strategic Move

Ralph Lauren, the U.S. designer, created a blue ocean of “high fashion with no fashion” by understanding the factors that determine buyers’ decisions to trade up or down from one strategic group to another.

In creating Polo, Ralph Lauren combined the best features of haute couture (designer name, elegance of their stores, and fine materials) with the best features of lower-priced classical lines (classical look, lower prices) to not only capture share from both strategic groups, but to also draw new customers into the market.