A detailed evaluation of Ralph Lauren’s strengths, weaknesses, opportunities, and threats.

STRENGTHS:

• Sustainability-Driven Brand Strategy

Since its founding in 1975, Ralph Lauren has been committed to creating timeless products using sustainable materials. At its core, the company embraces environmental consciousness, designing clothing meant to be passed down through generations. In recent years, it has made significant strides in sustainability, cutting greenhouse gas emissions by 33%, reducing total water usage by 26%, achieving a 94% water diversion rate, and ensuring that 79% of its total packaging volume meets its goal of 100% sustainably sourced packaging materials by the end of 2025. Additionally, Ralph Lauren introduced its first 100% GRS-certified recycled cotton polo for the 2024 Olympics Villagewear collection and launched a denim capsule in collaboration with the Ellen MacArthur Foundation.

While the company has already made substantial progress, it continues to set ambitious yet attainable sustainability goals. These include sourcing 100% renewable electricity for all Ralph Lauren facilities, increasing the use of low-carbon materials in its products, expanding decarbonization efforts with manufacturing suppliers, and collaborating with environmental partners to drive industry-wide change. Ralph Lauren has already partnered with leading organizations such as the Fashion Pact, Clean Energy Buyers Alliance, RE100, the Apparel Impact Institute’s Carbon Leadership Program, and the United Nations Fashion Industry Charter for Climate Action to accelerate the transition to renewable energy across its supply chain (Ralph Lauren, 2025).

Given these initiatives and the fact that few fashion companies have taken such a committed approach to sustainability, Ralph Lauren stands out as a leader in the industry.

• Strong Global Presence

Ralph Lauren is a global leader in luxury fashion, offering consumers high-quality apparel, accessories, home goods, fragrances, and hospitality experiences (Ralph Lauren, 2025). The brand’s journey began in 1970 when Ralph Lauren opened its first store inside Bloomingdale’s in the United States. Just a year later, the first standalone Ralph Lauren boutique debuted on Rodeo Drive in the heart of Los Angeles. By 1981, the company expanded internationally, launching its first European store in London. Today, Ralph Lauren has a strong global presence, with stores across Armenia, Barbados, Canada, Australia, Asia, Europe, and Latin America. Its iconic polo player logo has become one of the most recognizable symbols in fashion history.

• Celebrity Endorsements

Ralph Lauren made headlines when Diane Keaton wore multiple pieces from the brand in the Oscar-winning film Annie Hall, cementing her character’s menswear-inspired style as an instant fashion icon. This moment helped propel Ralph Lauren into the spotlight. Another defining red carpet moment came in 1999 when Gwyneth Paltrow accepted her Academy Award for Shakespeare in Love in a stunning pink Ralph Lauren gown. Since then, stars like Jennifer Lawrence, Lupita Nyong’o, and Selena Gomez have continued to showcase the brand on red carpets worldwide.

WEAKNESSES:

• Decline in Younger Audiences

According to SimilarWeb.com, Ralph Lauren’s largest consumer demographic is adults aged 25-34, making up 29.52% of its audience, followed by consumers aged 35-44 at 17.94%. In contrast, one of its smallest audience segments is Generation Z (ages 18-24), accounting for just 13.78%. This is a significant gap, given that Gen Z is one of the most influential consumer groups. They are known for driving sales through their strong social media presence and substantial spending power. In the United States alone, Gen Z has spent an estimated $360 billion, demonstrating their high disposable income (Media Culture, 2023).

Gen Z’s tech-savviness and active engagement on platforms like TikTok have propelled brands to success almost overnight. A prime example is Stanley, whose Stanley Quencher Tumbler, became a viral sensation. The trend led to a surge in sales, helping Stanley generate over $750 million in 2023, which was a massive leap from the $70 million it earned in 2020 (The Guardian, 2024). This showcases Gen Z’s undeniable influence on consumer trends.

Given Gen Z’s ability to drive brand success, Ralph Lauren’s failure to effectively engage this demographic represents a major weakness. By tapping into Gen Z’s preferences and digital habits, the brand could significantly boost its profitability.

• Unaffordable Pricing

While Ralph Lauren’s products are known for their quality craftsmanship, their high price points make them inaccessible to many consumers. For example, a classic women’s white long-sleeve linen shirt costs $128, whereas a nearly identical version at Old Navy is priced at just $20.99. One of Ralph Lauren’s most popular items, the Cable-Knit Cotton Crewneck Cardigan, sells for $198 for women and $168 for men. In the women’s category, only 36 clothing items are priced under $50, while over 286 pieces cost $500 or more. Similarly, for men, just 75 items fall below $50, whereas more than 394 products exceed $500. Ralph Lauren’s premium pricing limits its accessibility, making it unaffordable for millions of potential consumers worldwide.

• Limited Marketing of Plus-Sized Models

Ralph Lauren has a limited selection of plus-sized clothing and lacks visibility in its advertising efforts. The brand primarily showcases standard-size models (ranging from size 000 to 2) in global billboard campaigns, while plus-sized models are noticeably absent. This trend extends to its social media presence on platforms like TikTok and Instagram, where the plus-sized collection is rarely promoted, and models from this line are scarcely featured on the company’s official pages. This lack of representation may alienate potential customers and limit market expansion.

OPPORTUNITIES:

• Rising Demand for Sustainable Fashion

The demand for sustainable fashion is at an all-time high. A 2023 McKinsey & Company survey found that 67% of consumers consider sustainable materials an important purchasing factor, while 28% have stopped buying from brands with little to no sustainability efforts (Forbes, 2023). Younger generations, particularly Millennials and Gen Z, increasingly prioritize eco-friendly fashion, fueling the rise of thrifting and sustainability-focused brands like Reformation. Given Ralph Lauren’s commitment to sustainability and its ongoing eco-friendly initiatives, this growing trend presents a significant opportunity for the brand to strengthen its market position and attract conscious consumers.

• Resurgence of Classic, Effortless Style on TikTok

The rise of minimalist fashion, particularly the capsule wardrobe trend, presents a significant opportunity for Ralph Lauren. As TikTok surged in popularity during the 2020 pandemic, this trend gained traction, emphasizing timeless, versatile pieces that can be effortlessly mixed and matched. The hashtag #CapsuleWardrobe has over 198K posts and more than 50.5 million views on the platform (Lux Life, 2021).

Ralph Lauren’s existing product lineup, which features solid-colored t-shirts, cashmere sweaters, linen pants, and neutral-toned blazers, aligns perfectly with the capsule wardrobe aesthetic. Additionally, many influencers recommend the brand as a go-to destination for building a refined, minimalist wardrobe. By strategically positioning itself within this movement through targeted marketing and social media engagement, Ralph Lauren can attract a younger, fashion-conscious audience and drive long-term brand loyalty.

• Increasing Demand for Brands that Actively Promote Social Awareness and Activism

Advocacy is one of Ralph Lauren’s core pillars, which is reflected in its partnerships with various organizations. Notably, the brand collaborates with the Hetrick-Martin Institute (HMI), the oldest LGBTQIA+ youth non-profit in the United States (Ralph Lauren, 2025). Additionally, Ralph Lauren supports the Elton John AIDS Foundation and offers a scholarship program for students attending historically black colleges and universities through the United Negro College Fund (UNCF). Considering this, Ralph Lauren has the opportunity to showcase a spotlight on its great efforts and attract more consumers who share similar beliefs.

THREATS:

• Economic Uncertainty and Rise in Inflation

The ongoing economic downturn in the U.S. has shifted consumer spending habits, with essentials like groceries, housing, and other necessities taking priority over purchases such as fashion. As tariffs on imported goods rise and the cost of living increases, clothing is mostly viewed as non-essential. This shift has led to declining profits for many brands, forcing them to rely on heavy discounting to gain traction. For Ralph Lauren, the challenging economic climate poses a significant threat, as reduced consumer spending puts luxury and expensive fashion brands at risk of financial instability.

•  Fast Fashion Popularity

Since 2020, the fashion industry has seen a dramatic shift with the rise of fast fashion brands like Shein, PrettyLittleThing, and Fashion Nova. These companies have experienced a surge in sales and web traffic, largely driven by social media platforms like TikTok, where content creators promote affordable alternatives to luxury brands. Consumers are increasingly drawn to fast fashion due to its low prices. Shein, for example, offers t-shirts for as little as $5 along with the frequent availability of discount codes. As shoppers prioritize affordability over brand prestige, Ralph Lauren faces a growing threat.

• Counterfeit Replicas

Ralph Lauren’s iconic logo is instantly recognizable, but also susceptible to imitation. Like many other luxury brands, it faces the challenge of counterfeit products flooding the market. Because of how accessible imitations are, they cause a large loss of potential sales. Online retailers frequently produce identical replicas of Ralph Lauren’s most popular pieces and sell them at a fraction of the price. This widespread counterfeiting threatens the brand’s profits, authenticity, and prestige.