Ralph Lauren keeps getting the job done

Yesterday I got a package couriered to the office in the shape of a blue Ralph Lauren bag filled with among things like this seasons catalogue, a gift card etc also a very very nice book about the man and the legacy he has built up. It was sent to me by the Stockholm based PR firm Patriksson Communication who were in charge of the opening of the new brand store here in Stockholm and the PR activities around that. Which by the way they pulled off with flying colours. Credit due where credit is due...

Anyway, there is something mesmerizing and mysterious about the RL brand and man himself. An unexpected and quite sweet example of that is when I go to pick up my kids that afternoon, carrying the shopping bag with my name tagged onto it with me. I step into the day care centre and run into this other dad who sometimes picks up his kids (usually I find myself surrounded by mothers and nannies when dropping off and picking up) and he instantly starts to speak to me when seeing the bag. I've never spoken to him before but he spontaneously cries out: "What have you got there? What do you work with to get things like that?" Upon us starting to speak, I learnt that this very pleasant dad was one of the top dogs in Sweden when it comes to psychiatry, but that he with some bitterness shared with me that he mostly gets branded post it's and ballpoint pens as corporate gifts... Rgardless it goes to show how the RL brand attracts people far beyond what most fashion brands in the world can claim to do. Regardless if you are male or female, old or young.

The Ralph Lauren saga really is the epiphamy of the American Dream. A poor jewish kid from the Bronx who through a lot of talent, persistence, focus, never giving up attitude and more than anything hard work transforms his dreams into reality.

However, success and riches (he is estimated to be worth $6.1 billion, which makes him the 173 richest person on the planet) has not made him content nor sloppy. Still very active in the company and breeding a company culture were attention to detail is a mantra, everything that bears his name is executed with utmost thoughtfulness and with a deliberate purpose. Anyone who has ever been in a RL brand store know what I'm talking about. The merchandizing, the staff, what they are wearing, all of it is done with perfection.

Yes, considering my line of work I have to give it to the man. It's hard to imagine how he could have done it better!

This amazing book covers everything you might
want to be interested in when it comes both to the man
and the brand RL. On every level and in depth.

Foreword by Audrey Hepburn speaks for itself of the level
of what this book delivers.

The man in his younger years just playing it cool

The PR material is personalized, specific for Stockholm
and mirrors the high quality that this brand promises to deliver.
Simply impressive!