Buying fundamentals 29 November 2011 Advertising and promotion I found an Ralph Lauren black label ad on the GQ magazine of the October issue, my perception of this image is that Ralph Lauren who also is the retailer wants to focus on their custom made leather jacket. The diversification Black Label is one of Ralph Laurens custom made lines along with purple label. This ad feels good and appealing even if it is very simple, Ralph Lauren black label always use this model and the same layout for their ads.
Ralph Lauren is known for not only selling garments but also a lifestyle and that’s is exactly what this image shows, a confident guy wearing this amazing leather jacket with some dress pants. The ad is for the fall collection, which matches with t
...he colors of the garments. As I just mentioned this layout design is very typical for Ralph Lauren Black Label, I did some research and all the way back in 2007 when this line started they have been using the exact same model (Nacho Figureas) and layout.
I think that this layout works very well for Ralph Lauren since they show their brand image and the ones who are loyal to the brand like it, including myself. This layout also shows the garments very well and you don’t get disturbed by props or other things that might be on an ad. I feel that it is good that the garments come in first place, the headline which is the official font for Ralph Lauren comes in second since the model stands in front of the headline but just enough so the customers can read
and understand that it is Ralph Lauren.
All this elements mixed together enhance to maximize the profits and invites customer to visit their store to see what more Ralph Lauren has to offer form that collection. I don’t feel that there is any co-op dollars in this ad, Ralph Lauren is such a big and world known brand that they pay for all their advertising. I would change much in this ad since I feel it would crash their whole idea about the layout. It must be a reason why Ralph Lauren have kept this layout since they first started this line. The only small change I would do is to change the color of the headline to match with the garments.
But in the other hand navy blue is one of the main colors of this brand. My conclusion of this ad is that it is very simple but at the same time very effective when it comes to show the garments. My personal feeling when I look at the ad is that I want to visit the store and see what else they got. If those colors are the team colors for this collection, If the other garments are similar, do all the clothes from that collection match each other. It makes me want to go and look for myself. My final conclusion is that this ad is very classic and preppy just like the Ralph Lauren style.
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