I didn’t see many customers whenever I went in Ralph Lauren or at least I always had the feeling that I was alone. It transcends to me that Ralph Lauren is somewhat of a men’s brand that has happened to do women’s wear rather successfully to strengthen and widen the brands consumer base and this is echoed in the decor. I imagine however, men between the ages of 35 and 60 years old and women between 30 and 60 would shop at this store. This is a slightly older market than most designer stores with hobbies like golf, polo and horse riding or at least aspiring to belong to the aristocracy that convey this lifestyle. Obviously Ralph Lauren’s loyal customer would be well off living out of London in the countryside, say a short drive away in Kent but owning a town house in an area like Primrose Hill. The men are lawyers by profession or owning their business, earning between £50,000 and £400,000 per annum, many are of well-to-do families and their wives offer traditional glamour. They will spend a leisurely day out in London shopping in the store together and dining afterwards as a reward for the wife’s latest charity event.
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