Ralph Lauren already has solid loyal customer base and therefore chooses to concentrate on growth strategies. They are expanding their markets into Europe as well and introducing new products into current markets. They focus on differentiation over low cost leadership. They are known for their elite status and have loyal customers who will pay more for to wear the Ralph Lauren label. Some examples of drivers for Ralph Laurens differentiation are their premium brand image, their ability to allow customers to customize their product (you can choose the color of your shirt as well as the color of the pony logo on their website when you purchase), unique styling, and convenient access (they are continually increasing the number of Ralph Lauren stand alone stores and outlets stores).
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