RALPH LAUREN
ROAD MAP TO CHINA CASE STUDY

For this case study, my team member and I researched the current retail market in China and what significant trends & influencing factors consumers are looking for in brands that are choosing to expand in the Asia market. We chose the iconic American brand Ralph Lauren, researched its current strategy in China, and provided recommendations to improve its market presence and brand relevancy to Chinese consumers.

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I contributed to this project by researching the key factors in China's retail market, the addressable market in China specifically for Ralph Lauren, the target consumer, and the top social platforms being used by Chinese consumers & retailers. I also researched Ralph Laurens's current strategy, the strengths & weaknesses, and helped develop recommendations for improvement based on my research.