Premiumization in the Fashion Industry: Analyzing the Distinctions Between Premium and Luxury Brands Through the Case Study of Polo Ralph Lauren.

Abstract

This thesis explores the concept of premium brands, their defining characteristics, and how they differ from luxury brands, with a focus on Polo Ralph Lauren (PRL) as a case study of a successful premium brand. The research provides a historical and theoretical framework for understanding both premium and luxury brands, analyzing factors such as product quality, pricing strategies, market positioning, and consumer perceptions. This thesis wants to understand how quality, engagement, narrative and experience shape the premium brand’s path and who those factors are interconnected. The study also examines the concept of premiumization, identifying key trends and strategies used by premium brands to balance exclusivity with accessibility. The case study of Polo Ralph Lauren investigates the brand’s identity, social and environmental commitments, and the strategies it employs to sustain its premium status in a competitive global market. The thesis, thanks also to an interview conducted to a Ralph Lauren Manager, concludes by discussing the challenges and opportunities facing premium brands like PRL, why a premium brand is sustainable and how it can maintain its status. The thesis finally offers recommendations for future growth among premium brands and incoming implications for the clothing industry.