Diversity. Digital. Distinction.

MEET THE TEAM

Laila Elnaggar University of Michigan

Innovation Intern

Emma GallagherUniversity of South Carolina

PFS Digital Productions Intern

Kaili SimienDuke University

PR Intern

Macey HallgrenSyracuse University

Copy Intern

Helen HealeyDuke University

Global Licensing Marketing Intern

Deja BingenheimerHampton University

Digital Marketing Intern

Melissa CarmilaniMuhlenberg College

Business Process Management Intern

Michelle FierroVillanova University

Women’s Polo Merchandising Intern

To win over a new generation of consumers

PROJECT OBJECTIVE

Generation

AUDIENCE PERSONA

The Current Lauren Customer

- In their 50s- Primarily shops in department stores- Home owner, double income- Prefers traditional and simple style- Charitable

The Target Lauren Customer

- 21-35 years old- Primarily shops online- Educated, early in career- Highly social, digitally savvy- Travel and vacation

OUR THREE PILLARS

Diversity Digital Distinction

Showcasing a more inclusive Lauren woman, ensuring that diversity is not just a buzzword

Diversity

CURRENT AMBASSADOR

Lily Aldridge

Millennial based content creators from a variety of backgrounds, sizes, ethnicities and platforms

INFLUENCERS

@lauraharrier624K Followers

Face of Lauren Ralph Lauren

Capture and engage millennials by reinventing all social media platforms and RalphLauren.com (RLE)

Digital

Implement social commerce strategy

Goal: Increase Lauren’s Visibility and Attractiveness

“Shop Lauren”

Engaging Editorial Content

Tailored Experiences

OUR RLE PLAN

Fast, affordable shipping

Easy Returns Advanced, quick payment methods

Positive Customer Reviews

Social Presence

Unified Shopping

An iconic piece designed to launch the rebranding of Lauren

Distinction

Showcased in a pop-in to honor Lauren’s 25th anniversary

AN ICONIC PIECE.The Lauren Backpack

Notable brands have iconic pieces, from the Gucci belt and Birkin bag to the infamous Ralph Lauren Polo we all know and love. Iconic pieces create a strong

brand awareness with the consumer.

Trend 01

11% decrease

in sales for handbag industry

Tote, crossbody, and satchel styles are

fueling this decline.

Global backpack market is expected to rise from $17.2 billion to $22.48 billion in the

next 5 years.

Backpacks are on the rise.

Hands full during commute

● Allows hands to be free in order to hold other necessities

● Less to worry about during commute

Causes physical pain● Weight of bag is evenly distributed ● Straps will be adjustable for maximum comfort● Long-term posture will be improved

Traditional Bags Backpacks

● Large enough to hold all essentials● Able to be styled with everything ● Customizable

Usage is not versatile

COMPETITORS

Low Price High Price

Fashionable

Practical

The Lauren Backpack

Retail Price: $250

MOOD BOARD

Vintage-Inspired

Bright

Customizable

Sustainable Future

A BACKPACK POP-IN EXPERIENCE AT NORDSTROM

Private Opening Eventin celebration of Lauren’s 25th anniversary, showcasing the customizable backpack

Location: Nordstrom Women’s Flagship StoreDate: June 1st- July 1st 2021Time: 7-11PM

Open to the public from June 2nd- July 1st 2021

Customization StationPatches. Straps. Monogram.

Colorful and youthful patches to customize backpack

Inspired by Gucci$10 per patch

Mix and match colors and strapsInspired by Anya Hindmarch

$15 per additional strap

CUSTOMIZATION OPTIONS

Monogramming (stamping + lettering) available

Inspired by tde.$15 - up to four characters

WHY A POP-IN?

Tangible Brand Exposure

Experimentation

Low Cost Short Shelf-life

Current Market SuccessExperience and Feedback

WHY NORDSTROM?

BUDGETTotal Projected Budget for Two Years producing 100,000 Bags

= $13,870,230

OUR TWO-YEAR PLAN

2019

2021Begin New

Digital Strategy

Est. Shoppable Instagram

Build Network of Diverse

Influencers

Begin Revamping

Website

Social Media Success

Checkpoint

2020

Prep for Pop-In Store/Build

Relationship w/ Nordstrom

Begin Marketing for

25th Anniv.

25th Anniversary Pop-in/Backpack

Launch

Celebrating 25 Years of Lauren1996-2021

FUTURE OUTLOOK

Millennial Lauren Consumers

Digitally Forward

Pop-In US Tour

Innovative Retail Experiences

Nordstrom Partnership

Sustainable

Iconic Piece Collection

THANK YOU.Any Questions?