RALPH LAUREN
SERVICES
Brand Activation | Marketing | Communications | Customer Experience | Sales Growth | Corporate Social Responsibility
Client: Ralph Lauren Corporation, internationally renowned American fashion company that designs, markets, and distributes lifestyle products in North America, Europe, and Asia, including apparel, home, accessories, and fragrances. The company's revenues totaled more than $6 billion U.S. dollars in 2019.
THE CHALLENGES
Brand Activation, Sales Growth, and Special Projects: Develop and execute new product lines and special projects for corporation and CEO.
Partner with CEOs of wholesale and retail licensees to drive revenue growth, marketing, and communications. Create brand activation strategy to increase wholesale buy-in across all product lines and secure additional department store real estate to showcase the brand’s lifestyle image, build omnichannel marketing, improve customer experience, grow brand loyalty, customer engagement, and increase sales. Direct communications and PR to elevate visibility.
Marketing, Communications, and Corporate Social Responsibility: Build marketing, communications, and PR campaigns to raise visibility across platforms for lifestyle brand.
Create and execute corporate social responsibility strategy from the ground up, including developing philanthropy strategy, directing cause marketing events, launching foundation, leading volunteer events, and spearheading crisis relief initiatives.
THE STRATEGY
Brand Activation, Sales Growth, and Special Projects: Work directly with CEO Ralph Lauren to bring his ideas for new products, new ideas, and special projects to life.
Develop strategic plan for sales growth, merchandising, marketing, events, and public relations including presentations to department store CEOs across the U.S. Lead cross-functional business growth plan across Sales, Marketing, Merchandising, Wholesale, and Retail. Develop new marketing, brand activation, events, website & corporate social responsibility / sustainability strategy and programs.
Marketing, Communications, and Corporate Social Responsibility: Build high-impact marketing, PR, and communications strategies and campaigns to promote lifestyle brand and all product categories. Spearhead development and execution of CSR strategy, cause marketing, philanthropic pillars, and corporate foundation. Develop brand identity for new sustainability program, Design the Change.
GAME-CHANGING EXECUTION
Brand Activation, Sales Growth, and Special Projects: Mobilize people and resources to create and execute Ralph Lauren’s ideas for special projects, including new product lines, magazine, new store openings in Russia and China, etc.
Secure cross-functional engagement for business growth plan across Sales, Marketing, Merchandising, Wholesale, Retail and licensee CEOs. Dynamic presentations to department store CEOs resulting in 100% buy-in of strategic plan for sales growth, merchandising, marketing, events, and public relations. Create and execute successful Ralph Lauren Week events across the U.S. leading to increased retail buys across all product lines. Expand Ralph Lauren real estate in all department stores and develop shops within stores to showcase lifestyle brand driving 20% YOY revenue growth.
Marketing, Communications, and Corporate Social Responsibility: Create and launch breakthrough marketing, PR, and communications campaigns to build aspirational lifestyle brand image and promote all licensed products and retail stores. Secure cover stories for Ralph Lauren in Forbes and Time magazines, only designer to ever be placed on both magazine covers.
Spearhead development and execution of CSR strategy, cause marketing, philanthropic pillars, and launch corporate foundation. Leverage CSR initiatives to build customer base, increase brand loyalty and create positive societal impact within communities in which Ralph Lauren has retail stores. Develop brand identity for new sustainability program, Design the Change.
CLIENT TESTIMONIALS
“Whenever I had a project that needed to be handled with intelligence, thoroughness and creativity, I would bring [Wendy] onto it. No matter how diverse the subject, she would dig into the field, learn all there was to know and do what it took to get the job done and done well. Because she was so bright and well-organized, I always knew the project was in good hands.”
“Wendy is an accomplished professional with a wonderful collaborative approach to business and getting things done. I worked with her when I was Vice President of Marketing for Prestige Fragrances at L’Oreal, and in my experience in working with her, I found her to be outstanding at managing cross-functional teams, excelling at licensing opportunities and relationships, marketing, strategic planning and business development.
She has a comprehensive understanding of retail as well, particularly point-of-purchase promotions. She is extremely creative and innovative, and demonstrates a sharp eye to fiscal responsibilities and planning. She is a delight to work with and would be a strong asset to any organization, adding instant value.”
“Wendy Gerber epitomized the highest standards of excellence in representing her company (Ralph Lauren Corporation) and the CEO, Ralph Lauren, himself.
Wendy’s brilliant mind and first class education were immediately evident. She was such a meticulous and exacting executor of her company and colleagues plans that the depth of her vast knowledge and intellectual curiosity became readily apparent.
That having been said, Wendy also was as at ease in a casual conversation as she was when she would press hard the corporate or business agenda at hand. Always available to lend a hand with whatever was needed, her discipline and intellectual rigor was never far away.
Pleasant, hard working and never shrinking from tough tasks, I found Wendy to be in the very top echelon of people with whom I worked nationally and around the world on political, marketing, governmental and business matters.”