In this report the reasons for the failure of this brand in the market is been studied based on which the marketing strategy that can be utilised for the re-launching of the brand and make it successful is been understood and analysed using various marketing theories and concepts.The parent brand Ralph Lauren has many sub brands under its umbrella like the Polo brand, Club Monaco, Chaps, RRL and RLX brands, Black Label, Pink Pony, Purple Label, Rugby and American Living. Every brand is well known for its commitment to provide good quality and latest style of dress materials and also other accessories. In spite of giving quality materials with latest design the company faced he loss especially in the brand of Rugby (Belk, 2007, Pp. Even after providing 15% discounts to the customers through the online website for attracting youngster the brand was not able to get much liking as a result the revenue generated from it was very low and the parent company incurred huge loss from this line (Wright, 2006, pp.In 2012, November Ralph Lauren announced its view towards shutting down the brand of Rugby by 2013 February. As a result of which all the 12 stores in US and also the one store in UK was shut down and also the website was been closed to stop the company for incurring the continuous loss from the brand (Belch and Michael, 2005, pp.The availability of the Rugby brand was very less as it had only 12 stores in the whole of US and one store in UK. Thus for customers to buy a particular product of brand Rugby it was very difficult. Thus only some particular customers who had high level of brand preference towards the brand Rugby looked to buy those products from their stores (Haig, 2011, pp.Because of the high competitive market from other competitors like Jack wills and A and F, Rugby failed to gain the market share and incurred huge loss The foot falls in the stores and also the website visit is very low as a result of which even the chances of mystery shopping is very less so the sales are also less which has highly affected the revenue of the company and also forced them to close down .Rugby’s preppy style was very fashionable but it was not made out of the requirements that the customers need and not based on the liking of the customers or the trend that the people of a particular country follow based on their cultures and
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