{"id":4854,"date":"2023-09-29T18:10:18","date_gmt":"2023-09-29T23:10:18","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4854"},"modified":"2023-10-04T12:07:47","modified_gmt":"2023-10-04T17:07:47","slug":"ralph-lauren-la-marca-de-ropa-que-no-piensa-en-moda","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/09\/29\/ralph-lauren-la-marca-de-ropa-que-no-piensa-en-moda\/","title":{"rendered":"RALPH LAUREN: La marca de ropa que no piensa en moda"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><p>Las marcas de moda enfrentan desaf\u00edos sin precedentes en la era digital. Los consumidores son m\u00e1s exigentes, la competencia es feroz y las nuevas tecnolog\u00edas est\u00e1n transformando los negocios. Sin embargo, casos como el de Ralph Lauren demuestran que las marcas pueden prosperar adoptando estrategias innovadoras.<\/p>\n<p>Fundada en 1967, Ralph Lauren\u00a0 es un ejemplo de una marca ic\u00f3nica que ha sabido reinventarse y adaptarse a las tendencias cambiantes del mercado. Al analizar sus estrategias recientes, podemos identificar cuatro \u00e1reas claves que toda marca debe considerar ante las exigencias de sus consumidores:<\/p>\n<p>Partamos de la oferta de productos y experiencias personalizadas. Los consumidores esperan interacciones personalizadas de las marcas. Ralph Lauren ha respondido lanzando programas de personalizaci\u00f3n de productos, aplicaciones m\u00f3viles integradas y entregas flexibles. Las marcas deben utilizar datos e inteligencia artificial para personalizar sus ofertas y entregar experiencias \u00fanicas a cada cliente.<\/p>\n<p>Adoptar r\u00e1pidamente soluciones digitales fue su segunda estrategia. La transformaci\u00f3n digital no fue opcional para Ralph Lauren, pues invirti\u00f3 r\u00e1pidamente en comercio electr\u00f3nico y marketing digital, lo cual consider\u00f3 esencial para competir. Tener presencia online y aplicar tecnolog\u00edas como big data fue una de sus prioridades.<\/p>\n<p>Para crecer, la marca decidi\u00f3 diversificar su alcance ingresando a nuevos nichos y mercados. Segmentos como millennials y personas amantes de sus mascotas fueron p\u00fablicos en los que supo detectar necesidades insatisfechas. Habiendo desplegado estas 3 iniciativas, busc\u00f3 construir una marca confiable con prop\u00f3sito. Ralph Lauren invirti\u00f3 en calidad y sostenibilidad para reforzar su imagen. Definir un prop\u00f3sito y personalidad distintiva de marca fue fundamental.<\/p>\n<p>Como dir\u00eda Patrice Louvet, Director General de Ralph Lauren,\u00a0 el \u00e9xito en esta industria es lograr el equilibrio adecuado entre magia y l\u00f3gica. \u00c9l considera que los especialistas de la industria de bienes de consumo deben aportar un mayor enfoque en la comprensi\u00f3n del consumidor. En su experiencia el \u00e9xito es fruto de la uni\u00f3n de la visi\u00f3n del dise\u00f1ador y las necesidades del cliente.<\/p>\n<p>La competencia en moda seguir\u00e1 incrementando. Ser\u00e1 vital entender al nuevo consumidor digital, adoptar tecnolog\u00eda, innovar el modelo de negocio y reinventar la marca constantemente. Ralph Lauren es un ejemplo a seguir, demostrando que las marcas pueden prosperar en la era digital con visi\u00f3n y ejecuci\u00f3n estrat\u00e9gica, innovando y lanzando productos en segmentos de mercado no atendidos. Las empresas que entienden los nichos, su contexto cultural, sus aspiraciones \u00a0y causas sociales encuentran oportunidades comerciales y reputacionales. Las que fallan en adaptarse, se \u00a0arriesgan a quedarse rezagadas.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4856,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-4854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-comerciales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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