Ralph Lauren X Zepeto

Many luxury brands have had to restructure their brand identity as they aim to focus on e-commerce and targeting Gen z. Ralph Lauren has established itself as a pioneer by leading a global brand that targets all generations through an authentic approach. This Integrated strategic campaign is presented as a film that investigates how Ralph Lauren have been targeting Gen Z consumers through digital innovation. It particularly focuses on the integrated campaign produced by Ralph Lauren following the launch of a collaboration with the gaming platform, Zepeto.

Ralph Lauren’s mission and strategic priorities suggest how the brand aims to be relevant to the changing times. The film explores the aim, execution and outcome of the campaign while suggesting future recommendations for the brand.

This film highlights Ralph Lauren’s brand identity and strategies undertaken through the assistance of Kaperfer’s brand identity prism and Porter’s generic strategies, to acknowledge the aims of the campaign. A deeper understanding of the integrated approach was taken with the help of the DRIP model, which highlighted the communication methods exploited to achieve success in the campaign. Additionally, assessing the campaigns overall performance and exploring other ways to make the campaign better suggests an alternative strategic approach.

Furthermore, by analysing Ralph Lauren’s internal strengths and weaknesses and exploring external opportunities and threats ahead of the brand, four distinct strategies were suggested through the TWOS Matrix. Understanding that the future of the brand lies in innovation and gaining the trust of Gen Z consumers, Ralph Lauren should incorporate this strategy effectively.

Ralph Lauren x Zepeto Integrated strategic campaign

Film Transcript and all References are available upon request.