Looking at target market groups for Ralph Lauren - 30/01/2023

Looking at target market groups for Ralph Lauren

Daisy Jackson / 30/01/2023

When designing packaging and creating illustrations, it is always great to look into yoir target market groups. This way, you know what to produce and how to interest your chosen audience. 

Because I am already looking at a luxury brand with various already distinguished target market groups, all I need to focus on is the product I am choosing as well as who is interested in sustainability. 

I decided to google first who Ralph Lauren target their products towards. This is what the official page by Ralph Lauren said about their consumers:


Judging from this, their consumers are upper-middle class to upper class. This generally means that the consumers have money to spare or have a LOT of money. 

Because of this, when redesigning packaging, I need to think about who these individuals may be.

I then decided to look into the age range:


Because the age is 35+, the redesigning I want to do for the logo and packaging needs to be sophisticated and not child-like as this may put the customers off. 

I believe keeping a simple design but in my own style/interpretation will be a great approach to this task. I do not want to discourage customers from buying due to the packaging. 

To me this means creating a simple yet effective design. One that communicates simplicity and luxury but also screams sustainability - my main goal. 

My next steps?

I will look into colour associations revolving around these consumer categories. This will help guide me into creating a design and new general appearance to the packaging. One that will appeal to this specific audience. Research is key currently. 

At a later stage, I could even begin a survey based around 35+ year olds and recieve their input. Maybe even a mix of ages to create an interesting contrast? Despite the consumer target being 35+, upper-middle class and upper class, it is still great if you entice a different range of audiences than what you were originally expecting and aiming for. 


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