Ralph Lauren uses diversification to appeal to customers of all different levels of income. Customers can purchase higher priced clothing on the website or in the Ralph Lauren stores; there are also outlet stores that carry lower priced, previous season clothing, and even stores such as T.J.Maxx and Marshalls that get overstock for an even lower price for consumers. Ralph Lauren has also extended their brand to accommodate these customers as well. Their brands range from the more expensive Black Label, Blue Label, and Lauren, to Polo and Ralph Lauren Childrenswear, to the less expensive Chaps, American Living and Club Monaco lines. Utilizing this strategy helps them to keep a larger more diverse customer base with different income levels without giving up the prestige of the Ralph Lauren label.
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