RALPH LAUREN
Ralph Lauren, the U.S. designer, created a blue ocean of “high fashion with no fashion” by understanding the factors that determine buyers’ decisions to trade up or down from one strategic group to another.
In creating Polo, Ralph Lauren combined the most attractive features of two strategic groups in fashion: haute couture and classical lines. Its designer name, the elegance of its stores, and the luxury of its materials capture what most customers value in haute couture. At the same time, its updated classical look and price capture the best of the classical lines such as Brooks Brothers and Burberry. By combining the decisive factors of both groups and eliminating or reducing everything else, Polo Ralph Lauren not only captured share from both strategic groups, but also drew many new customers into the market.
Polo Ralph Lauren’s blue ocean strategic move illustrates the potential to create new market space by looking across strategic groups in an industry, path two in blue ocean strategy’s six paths framework.
RALPH LAUREN
Ralph Lauren, the U.S. designer, created a blue ocean of “high fashion with no fashion” by understanding the factors that determine buyers’ decisions to trade up or down from one strategic group to another.
In creating Polo, Ralph Lauren combined the most attractive features of two strategic groups in fashion: haute couture and classical lines. Its designer name, the elegance of its stores, and the luxury of its materials capture what most customers value in haute couture. At the same time, its updated classical look and price capture the best of the classical lines such as Brooks Brothers and Burberry. By combining the decisive factors of both groups and eliminating or reducing everything else, Polo Ralph Lauren not only captured share from both strategic groups, but also drew many new customers into the market.
Polo Ralph Lauren’s blue ocean strategic move illustrates the potential to create new market space by looking across strategic groups in an industry, path two in blue ocean strategy’s six paths framework.
—— APPLY IT
BRING A REAL PROBLEM.
LEAVE WITH A STRATEGY.
Reading about blue ocean strategy is one thing. Applying it to your own business is another. Two programs take you through the process step by step, on a real challenge of your own.
—— SELF-PACED
BLUE OCEAN CREATION PROGRAM
A proprietary AI-guided workspace where blue ocean tools come to life on your business, and an online course to learn the concepts as you apply them. Get a clear direction to grow your business, increase revenue, and unlock new markets. Best if you want to move at your own pace and start immediately.
—— LIVE COHORT
BLUE OCEAN STRATEGY PRACTITIONER PROGRAM
Apply Blue Ocean Strategy to a real situation: an organizational strategy, a business of your own, or a client engagement, with expert feedback at every step. Leave with a growth roadmap and the momentum and confidence to implement it.