Choose designers Ralph Lauren, Donna Karan and explain their brands success outside the comfort of fashion apparel. Why do you believe their work is inspiring designers today to follow in their direction? Please include examples.

 

These brands' success is attributed to the product mix, which entails diversity and the introduction of services that create more satisfaction to the consumer than the original good or service. They also have additional services that the people need; thus, placing it under this same roof ensures that they can get all they want just by getting to these one stop shops in terms of beauty and house needs. The need to identify a need in the market and to meet it is a true measure of success. This leads to the innovation of more products and services. 

For instance, Ralph Lauren has a wide range of products that do not limit themselves to only doing what is available and going an extra mile to study the market through such tools as feedback from customers or a new order to come up with something new. He also does the value addition whereby he does not sell furniture and décor among others and ensures an artistic style added to it. For instance, a client coming for a bed would also need beddings. He ensures value addition by adding the blankets, pillows, bed sheets, pillowcases, etc., so that the client can buy it as a package.

On the other hand, Donna Karan didn't stick on the male, female, and children's clothing only and made a one-stop-shop by adding other categories such as Christmas that offer everything one may need this festive season, including decorations, Christmas trees, etc. This is taking advantage of the seasons to ensure they have something to offer. Also, the inclusion of fitness and training is very brilliant since most people are into fitness and including this in the package makes it more profitable. You can also shop for your home here, and this wide range of services makes it the chosen store.

Their work is inspiring designers today because, with the correct study of the market, product mix helps provide diverse opportunities. This makes them not rely on one product but a wider range for more profitability. The addition of variations, e.g., the beddings to the beds by Lauren, also maximizes sales. This also includes product mix expansion beyond modification or complementary goods and services—for example, the fitness section in Donna Karan.

The product mix is also instrumental in reducing competition, which is because customer retention is high. It captures consumers within the market, preventing them from switching to another service provider. For example, a person cannot leave Donna Karan's store without benefiting from almost all the categories of goods and services provided to go and look elsewhere for each separate good or service. It will be tiring for them.

Their strategy also attracts new customers due to the change in the target market. The introduction of fitness by Donna is a good move as it will see a diversity of consumers and an increase in the store's value.

Lastly, to support the original product, the introduction of a wide range of products is necessary. This helps boost sales and also increase profits, e.g., the beddings and the bed by Ralph.