Competitors
Figure 146
Figure 147
Polo Ralph Lauren
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Row 1 (left to right): figure 148, figure 149, figure 150
Row 2 (left to right): figure 151, figure 152, figure 21 Row 3 (left to right): figure 153, figure 154, figure 155 Row 4 (left to right): figure 156, figure 157, figure 158 |
Row 1 (left to right): figure 159, figure 160, figure 161
Row 2 (left to right): figure 162, figure 163, figure 164 Row 3 (left to right): figure 165, figure 23, figure 166 |
Ted Baker
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Figure 167
Karl Lagerfeld
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Row 1 (left to right): figure 168, figure 169, figure 170
Row 2 (left to right): figure 171, figure 172, figure 20 Row 3 (left to right): figure 173, figure 174, figure 175 Row 4 (left to right): figure 176, figure 177, figure 178 Figure 179
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Polo Ralph Lauren and Karl Lagerfeld advertise in the same magazines as Michael Kors yet also advertise in magazines such as Women's and Men's health (DeVault, 2017), which touches upon another industry. Ted Baker's media marketing is the most interesting and innovative out of all the brand's because of Keeping up with the Bakers, which is a series for fans of the brand (Mortimer, 2017). Karl Lagerfeld and Ralph Lauren both use high profile models and celebrities for campaigns such as Kendall Jenner (Yotka, 2015) and Penelope Cruz (Chau, 2011), where Ted Baker does not campaign (Baker, 2017), and Michael Kors uses more low profile celebrities such as Jillian Hervey. Karl Lagerfeld also use bloggers and influencers to promote their brand, such as Christina Biluca, in the 'They Wear Karl' page (Lagerfeld, 2017).
Both Ted Baker and Polo Ralph Lauren support and sponsor sporting competitions, for male and females, which can create higher profiles for the brand , especially Ralph Lauren who sponsored The Olympics US Team (Lauren, 2016) and also hosted a Wimbledon party with Vogue (Vogue, 2015). Ralph Lauren are the best out of all in the menswear marketing and PR with high profile names such as Ryan Gosling (GQ, 2016). Polo also uses male celebrity endorsements for products and receives a lot menswear related press, unlike other brands.
On Social Media Polo Ralph Lauren and Ted Baker have an equal amount of posts on menswear and womenswear (Instagram, 2017) where as Michael Kors is all very womenswear based, along with their website (Kors, 2017). 'They Wear Karl' (2017) and 'Destination Kors' (2017) are similar in that both brands post of celebrities wearing the brand, Ralph Lauren does this on social media, yet Ted Baker does not. Ted Baker doesn't believe in normal marketing strategies (Baker, 2017).