After reading the below retail controvery discuss how Ralph Lauren differentiati
ID: 422252 • Letter: A
Question
After reading the below retail controvery discuss how Ralph Lauren differentiation strategy may have put its brand image at risk.
Ralph Lauren, purveyor of classic American chic, has promised to manufacture the uniforms for the U.S. Olympics team in America come the 2014 Games in Russia. The decision hasn't always been a given - the brand sparked a firestorm of criticism when it produced the uniforms for the 2012 London event in China. Some legislators even suggested that the Asia-made outfits be burned and Ralph Lauren be stripped of the contract. (AP)
Explanation / Answer
The differentiation strategy is the strategy adopted by the organization in order to make the product or service unique or differentiated from the competitive product and services in the market. Sometimes the inappropriate differentiation strategy can put the organization into risk and it can impact the brand image of the organization negatively.
When considering the case of RL, the uniform manufacturer some critiques has argued that their products has to be burned considering their uniform production in 2012 Olympic event. Some of the setbacks in the brand differentiation strategy related to this criticism can be the quality of the product.
The organization should have differentiated the product highlighting the quality and credibility of the uniform they have manufactured. They failed to highlight the transparency of their production which provided a chance for the competitors to criticize their production.