Go to any outlet mall and the busiest store – with buyers, not just shoppers and tire kickers – is the Ralph Lauren (RL) Polo store. Unlike most competitors, the Lifshitz (Mr. Lauren’s birth name) designs and manufacturers products specifically for discounters and its outlet stores.
Consumer Reports rates Ralph Lauren’s discount products the closest to the products sold in the high-end company stores among all clothing makers. This barbell approach – $2,000 blazers in one store, $200 blazers (on sale at Macy’s this summer) at the low end give the company extensive market coverage and a great approach to this Christmas. The stock has been stuck for a while, it could break out based on this holiday shopping season.