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Article: RALPH LAUREN: EXCLUSIVITY BREEDS CACHET; BRAND MAINTAINS APPEAL BY RESTRICTING ACCESS TO SPECIALTY STORES AND BETTER DEPARTMENT STORES.(Brief Article)
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- May 29, 2000
- Author:
CopyrightCOPYRIGHT 2000 MacFadden Communications Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ralph Lauren does home furnishings -- in a big way. But what he doesn't do is allow widespread access to his brand.
Under the direction of Lauren himself, the company designs a wide array of home furnishings that includes everything from bedding and bath to furniture and tabletop, and caters to a number of upscale tastes ranging from sleek and urban to English country. But the availability of these products has been carefully restricted to better department stores, specialty stores and the company's own Polo retail stores.
"Maintenance of the brand is best achieved by making certain it is restricted to the kind of stores the target customer shops in," ...