Monthly Archives: February 2016

Feb 26

Ralph Lauren: A Success Story by Nicole Caropolo

By Maria Pesin | Uncategorized

The fashion industry has several iconic designers that are seen as prime examples of successful high-end fashion brands, and Ralph Lauren is one of those successes.

Ralph Lauren, born as Ralph Lifshitz in 1939, grew up in the Bronx with his family of Jewish working-class immigrants, leading his career to be summed up as a “rags to riches” story. His fashion interest stretches all the way back to when he was 12 and selling hand-made ties to his classmates. He spent much of his down time as a child watching movies, which sparked his inspirations.

Lauren dropped out of college after studying business at CUNY Baruch College for just 2 years, and briefly joined the army. After Lauren left the service, he married Ricky Low-Beer in 1964 and went from a sales job at Brooks Brothers, to working for Beau Brummell, and ended up at a tie-making job with Rivetz & Co.

While working at Rivets & Co in 1967, Lauren launched his brand with wide cut neckties for men, called “Polo.” Just three years later he won the Coty American Fashion Critics’ Awards for his men’s fashion line.

The signature trademark of Ralph Lauren’s fashion, a polo player, was created in 1972, where the logo was stitched onto short-sleeve cotton shirts.

Ralph Lauren is seen as a fashion line that combines British and American upper class styles.

Ralph Lauren boutiques have been opened internationally since the 1980s, with the main store residing in New York’s Rhinelander Mansion.

In September of 2015, just late last year, Lauren handed his chief executive position of his company over to Old Navy’s global president, Stefan Larsson. Even with the shift of power, combined with falling shares, his fortune is worth over $6 billion dollars, making Ralph Lauren one of the 200 richest people across the globe.

Ralph Lauren’s company produces luxury clothing and fragrances, as well as home furnishings.

A popular quote by Ralph Lauren spread around in the industry is, “Style is very personal. It has nothing to do with fashion. Fashion is over quickly, style is forever.”

Feb 22

Revamping My Fashion Consulting Business Website

By Maria Pesin | Business , Fashion

 

For the last few weeks I have been revamping my fashion consulting business website.  I was not very happy with it before as the website’s performance was poor.  My bounce rate was high and people spent little time on the site.  I was told by several people that it was not very informative or useful.  I found someone whose expertise included creating a website that was consistent with my branding message.  His name is Dennis Lewis and his website is: http://greenlight.digital.   He did an amazing job and the reviews are excellent.  If you need a website I highly recommend him.

These days having a powerful website is essential.  It is also essential to have it be mobile compatible.  Which generally means that the site can be viewed easily on a mobile device. A good website gives your business credibility.  I find that I don’t take a company as seriously if they do not have one.  A good website gives you visibility.  Increasing visibility is one major factor that makes having a website important. Even if people have heard about your company, they may want to carry out research online first, before even contacting you.  It also gives you a place to tell your brand story.  You create the content so you control the message.

A website is up 24/7 so anyone can find you at anytime.  Without a website you are almost invisible on the web.  With most people finding companies they want to do business with on the web being invisible is not good. But having a website is not enough.  It needs to be effective.  While you don’t necessarily have to spend thousands of dollars to create one (there are great templates out there) you do need to make sure that your website reflects your brand and creates customer interest.  Do what it takes to create a compelling website and you will find business coming to you.