Ralph Lauren eyes expansion in Middle East, Russia and Brazil

Ralph Lauren, mono-brand, Stockholm, Sweden

Ralph Lauren has recently confirmed it is seeking to expand its Polo, women’s Blue Label, Denim & Supply and children’s lines through mono-brand stores, particularly in emerging markets such as the Middle East, Russia and Brazil. With growing demand for its accessories the company considers a re-design of the layout of the floors of its existing stores to better showcase its growing accessories business. It remains to be seen how Ralph Lauren will implement this strategy given in Middle East and Russia already has franchising agreements, therefore it will depend on the deal it will reach with local retailers such as Mercury in Russia.

Another major concern could be the dillution of the brand in these emerging markets where flagship stores carrying the Black and Purple labels as well as home collections have been an important awareness pillar of luxury positioning.