Conclusion
Conclusion
The focus of the project was to understand how Ralph Lauren applies information systems and integrates them into its business strategy. Additionally, it helps us to have a clearer understanding of how those information systems and processes help the company operate as a global luxury brand. What’s more, by examining the structured and dynamic processes, we gained a better view of how technology supports performance across departments and improves the services to the customers.
Through our visit to Ralph Lauren’s retail stores and the conversation with Elvin McLaughlin, we learned how the Sales process is maintaining smooth day-to-day operations, and the importance of cross-functional communication. Also, researching Ralph Lauren’s dynamic processes through many social media platforms enables us to recognize that the dynamic processes, like Marketing, are now breaking the routine and stepping out of their comfort zone to achieve the business strategy. The company not only needs to produce the products and make better designs but also needs to create attractive and eye-catching content on social media to establish a solid member group and attract new customers. Hence, we realized that when a company is successful on social media or any other process that is not standard, it reflects much more than creative content. Furthermore, it shows that the company is able to integrate data, adapt quickly to changing consumer expectations, and ability to innovate. However, since Ralph Lauren mainly relies on the analytics tools and database provided by social media platforms, the company could benefit from developing its own social-media–oriented information system to capture deeper insights. For example, Ralph Lauren can directly collect and analyze user feedback on products and strengthen the growth of its brand community.
