So what’s next? Ralph’s answer is to go outside Ralph Lauren and offer other brands lifestyle consulting specifically geared for exclusivity with big department and specialty chains, without any brand or marketing indication that Ralph is behind it. The idea for this concept came from the ‘sameness’ that many department stores share, with only a few dominating brands and nothing that really identifies one mega store from another. Utilizing Ralph’s design, manufacturing, marketing and advertising know-how, it seems more than feasible this new concept seems more than viable.

What’s Now
Designer Brands

Ralph is exactly correct in identifying ‘sameness’ throughout big department store and chain business. Take a look at the contemporary floor in Bloomingdales or Saks. You’ll find a lot of the same brands – BCBG Max Azria, Theory, Marc by Marc Jacobs, Diane von Furstenberg.

Private Labels in Department Stores
Practically all large department stores have tried their hand at product development and in some cases there has been success. This formula is easy – take best sellers from designers, change around the styling and color, and there’s your collection. An example of this is Bloomingdale’s Aqua contemporary brand. While there are good key items here and there, this label is more of a go-to for basics.

Federated Brands INC product development in stores Bloomingdales and Macy’s has more success in the lifestyle branded division. It’s not only in women’s, but also mens and home products, and therefore it’s more recognizably a lifestyle brand, in multiple departments. The problem here is that INC sells in multiple Federated doors, looking essentially the same in Macy’s and Bloomingdales.

 

The Future of Private Label Lifestyle
Ralph’s vision is truly in line with the future of department and specialty store retailing. At a time when most large scale stores are known for the designer labels they carry, there is an absolute need for difference and going the private label LIFESTYLE route just may be it. Stores have already seen success in departmental private labels, but at a time when department store business is on a decline, bringing lifestyle to the picture may be just the thing to revitalize business.