When RLPL first came out, Ralph was adamant on making the brand very discreet, and that it should be known by only those "˜in the know', mimicking the same advertising certain Savile Row and high-end Italian companies use: word-of-mouth and perhaps a small select advertisement in certain "˜affluent' magazines, periodicals, etc... As well, all of the RLPL items were devoid of anything remotely close to associating it with Polo or any other RL brand. This was a brand that was a separate entity and must stand on its own. From the beginning it was sold not only through its own stores but also through NM, Saks, Louis Boston (they have now dropped the brand), etc... Only now has RLPL started to carry the Polo Pony on its polo-shirts, and it is only an option, as RLPL polo-shirts are available without the pony as well, meanwhile every other RLPL item is devoid of exterior insignia or product branding (save for the hideously ugly purple slip-ons with the "˜RL' embroidering in gold trim, ewww). As to the point of generating profit, I would argue that my proof is in the fact that RLPL was made to exist all on its own, which ultimately means generating a profit for RL. I am still adamant that that the logic behind: "I for one am skeptical that they generate much profit from the Purple Label line, seeing how little of it they seem to sell, and how much of it seems to be sold at steep discounts at the end of the season. I could be wrong, but I would bet you alot of money that the Purple Label line is considerably less profitable than the regular Polo line (measured by profit as a % of revenues.)" Is not logical at all. The reason for this is that it is illogical for RL to waste all that time, money, and recourse on a brand that does not generate any profit for the company, especially as since you put it "how little of it they seem to sell", thus it is "seemingly" not well know, thus how could it help RL's imagine if RLPL is not a widely known brand? How could a brand that is know only by a select few truly drive the image of RL to greater profitability? Also, by having a "˜higher' line, you degrade Polo's inherit quality by making items inherently "˜inferior' to RLPL items, why would RL do this, rather than just drive Polo up market? As to RLPL being discounted at the end of season, ye forget that every other manufacture deeply discounts items at seasons end, including RL's other brands, like Polo. As an example, during the summer the Worth Ave. store discounted RLPL at 50% off, at the same time it discounted Polo at 50% off; a similarity forms. Jon.
post #16 of 59
7/28/04 at 2:27pm