Ralph Lauren target consumer can be described as being in the upper-middle-class to upper class range. These social classes tend to have the most disposable income to spend on clothing, and therefore shop more frequently than others. The Ralph Lauren consumer is also very family oriented and values the simple aspects of life. Some of their customers are on the sportier end of the spectrum, and value the more elegant outdoor sports such as polo and rugby. Their target consumer tends to dress more formally with a classic, elegant, and sophisticated style. They are also a little bit on the modest side of the dress spectrum. They take pride in looking put together in a very classic and every-day formal way.
The company target a variety of different demographics that include women, men and children of all ages. Additionally, their target market has a wide range: The South, the Northeast, as well as the West Coast. Also, they have over 13,000 retail locations worldwide. Although based in New York, Ralph Lauren operates in the US, Canada, Europe, Japan, South Korea, China, Southeast Asia, and Latin America. The Americas account for about two-thirds of sales, while Europe and Asia generate 21% and 12%, respectively.
They have expanded their brand into multiple lines that include, but are not limited to, Black Label, Purple Label, Denim & Supply, American Living, Lauren by Ralph Lauren, and Polo. By creating this multi-line company, they have been able to target a very wide variety of consumers through each different line and expand their consumer groups.