Lauren's high-low straddle has succeeded largely because
of a meticulous focus on his high-end image. All of the labels--including Lauren by Ralph Lauren, RRL, RLX, Polo Sport, Rugby and even Chaps--bask in the halo of Polo's vaunted "Black Label"
collections, which are shown on New York runways twice a year, featuring $250 shirts and $3,000 suede jackets.
At the mass-market end, the designer has kept both "Polo" and "Ralph Lauren" off the brand names. But many consumers know that Polo designs Chaps, for instance, so the company still benefits from the association.
Read the whole story at The Wall Street Journal (subscription required) »