Member Brief: Psychographics In Focus

Ralph Lauren may be the first American lifestyle brand on record, certainly one of the most timeless. RL is one of the first retailers that pursued a psychographic of consumers rather than a demographic. This contrasted with the Brooks Brothers of the time, everyone who wear their products looked the same. This contrast laid the groundwork for the next 60 years of brand retail. Legendary designer and businessman Ralph Lauren once said, “People ask how can a Jewish kid from the Bronx do preppy clothes? Does it have to do with class and money? It has to do with dreams.” Class, money, and dreams. It’s almost as though he pulled these ideals from a fiction novel.

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