The Marketing Mix of PoloTech – Ralph Lauren for French Market

1. BUSINESS CASE: Ralph Lauren
Ralph Lauren launched PoloTech™, a smartshirt with groundbreaking adaptive workout app. The innovative PoloTech™ is a smartshirt, a seamless blend of sleek, modern style with real-time biometric technology, makes its retail debut on August 27. Ralph Lauren continues to lead the fashion industry in wearable technology with the launch of this groundbreaking fitness shirt and the simultaneous introduction of a game-changing, adaptive workout app that uses detailed data to tailor individualized training for maximum results.
“The Ralph Lauren PoloTech™ shirt will change the way you look at fashion and apparel. It will give you knowledge you can use to lead a better life,” said David Lauren, Executive Vice President of Global Advertising, Marketing and Corporate Communications. “This is a bridge between technology, fitness and style that approaches wellness and well-being in comprehensive and complementary ways. It will touch many parts of your life.”
The smartshirt was developed in partnership with proprietary technology from Canadian-based OMSignal, whose team includes experts in neuroscience, sports medicine and engineering. The PoloTech™ app workout routines were devised by Galvanized, the health and fitness media company founded by David Zinczenko.
THE MARKETING MIX: PRODUCT
Ralph Lauren PoloTech™ smartshirt

Smartshirt with groundbreaking adaptive workout app
Modern style with real-time biometric technology
For Men & iPhone users only
Developed with OMSignal
Launched – August 27, 2016, in US

 
 
 
 
 
 
 
Ralph Lauren PoloTech™ smartshirt
MARKETING mix: PRICE
Ralph_Lauren_Polotech_smartshirt_marketing-mix
Initial U.S. Price: $295
PRO’s:

Fashionable: “sleek black” with yellow Polo Player logo.
Customized Workout – 3 exclusive workouts that adapt, in real time, to data captured by the shirt.

CON’s:

It’s difficult to take the shirt off
The garment is at least machine-washable

 
 
 
 
 
MARKETING mix: PLACEMENT
Initially available at:

RalphLauren.com
Flagship in NY
US Open store on the grounds of the USTA Billie Jean King National Tennis Center.

In France, Ralph Lauren has one Flagship store and an e-commerce website in French.
Retired from commercialization on March 2017!
MARKETING mix: PROMOTION
Different channels to reach consumers:

Advertisements in print
Online & Social Media
Television – occasionally

Awareness

August 2014, Marcos Giron, dressed at the U.S. Open Tennis Championships the prototype during practices, but not during the tournament

Sponsors major events and athletes:

2006 – first official outfitter of Wimbledon
Sponsors the United States Olympic Team
Sponsors professional golfers: Webb Simpson and Luke Donald

FRENCH MARKET CASE STUDY
French market country report

France Area: 551.695 km2
Capital: Paris
Currency: EUR
Institution: Republic
Internet Access: 87%
Official language: French
Foreign Languages: English, Spanish, Italian and German
Total population: 66.415.00 (population growth: 0.88%)
Median age: 41,1 years (Male: 39.4 years, Female: 42.6 years)

 
 
 
 
French market country report smartphone usage

The number of smartphone users in France is growing steadily
“Not trusting foreign websites” is the main barrier regarding cross-border e-commerce
Off all Social Media Platforms, Facebook has the most French Users with 43% market share

Source: Kantar World Panel, May 2016
PoloTech™ QUALITATIVE MARKET STUDY
Profil 1:
Alix, 24 years old, Marketing Project MN, MSC in Luxury Marketing, ex-tennis woman

Product ->interesting to challenge yourself, optimize performances.
Lacks innovation.
Difficult to estimate a price, because of the connected watches.
Facebook & Instagram – best channels, an athlete to promote it à people like to refer to them.

 Profil 2:
Melyna, 25 years old, Marketing Project Manager & Instagram Fitness Influencer

Product starts from a good concept => is it really adapted to a sporty activity?
Quality of the t-shirt =>people shall feel at ease to like it.
Price range between 90 & 150€ to fit with the connected watches prices.
Mailing & social networking ->A Fitness Influencer or an athlete to promote

Profil 3:
Emmanuel, 26 years old, Herbalife fitness coach

Product -> good idea only if it’s soft for use.
Lacks options => too many common options with a connected sports watch.
Ready to buy it until the limit of 200€.
Social networks (Facebook, Instagram) & the muse of the product must be an athlete.

 Profil 4:
Jean-Daniel, 23 years old, Engineer in Disabled people’s reeducation, football & basketball player

Product – interesting for sporty people, attention to the caring recommendations
Must be soft, allowing the skin to breath & easy to clean.
Price limiting the perspective of buying
A muse like Griezmann, representing the Millenials



Why PoloTech™ should not be launched to French Market

iOS – 24.4% market share vs. Android – 72.2%. Female population – 49%.
=>Losing: 72% – potential customers & 49% – population in France.
Price – 295 $ => Positioning the product as a High-End Product.
76% clientele in Paris => distribution to Paris area only.
Potential clientele – prefer smart watch – cannot accept the product is unwashable
French people spend on average 253 €/year for sport tenue

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