Ralph Lauren
Brand Image Specialist
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About Ralph Lauren Corporation
Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing, and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands, and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world's most widely recognized families of consumer brands.
At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups, and Celebration.
Job Purpose
- Responsible for creative brand elevation and implementation.
- Being the creative voice for the Store and nurturing Retail and Operations partnerships.
- Balancing art and commerce across existing stores and NSO’s.
- Responsible for the coaching of the Store Sales team.
- Reports directly into the PRO Brand Image Manager, providing weekly updates on implementation, successes and challenges within their store, competitor trends, and promotional activity from their center.
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Key Accountabilities
Brand Elevation
- Plan space and floor plans and collaborate with Store and Line Manager to gain sign off.
- Manage and implement seasonal change-over including; windows, deco, rigging, styling, fixtures, wall bays.
- Ensure the store reflects the latest product presentation guidelines.
- Enhance the customer journey in store, ensuring both art and commerce are balanced and consider local market implications.
- Ensure fixtures, deco, rigging, and signage is fit for purpose and report anything that is damaged and needs replacing.
- Support Brand and Marketing with creative elevation and implementation, for events in store and center takeovers.
- Deliver SVR’s for key seasonal installs. Aligning with Line Manager on content, timing, and audience.
- Be brand aware and protect our brand equity externally in the Region.
Training
- Consistently demonstrate expert knowledge of Brand Image and retail standards.
- Organize, prepare, and conduct seasonal training for in-store staff.
- Identify in-the-moment opportunities to coach on the floor and give feedback.
- Focus on training in B doors, developing their autonomy and confidence to implement.
- Cascade seasonal and quarterly product flow directives/changes in a timely manner.
- Share best practice, to drive education and elevate stores to the same high standard.
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Business Development
- Conduct weekly floor walks with Store Manager, highlighting best and worst sellers, reviewing inventory position, referring to flag sheet, and all Brand Image elements.
- Conduct stores in line with agreed visit schedule. Prioritising A doors and deliver best-in-class elevation and standards.
- Focus is on training in B doors. Driving understanding of RL Brand and Creative standards.
- Identify in partnership with Store Manager, brand-appropriate commercial opportunities and flag with Line Manager.
- Understand seasonal buy strategy, flow, key performance drivers & priority of concepts.
- Understand and be able to articulate the consumer and marketplace. Pitch any consumer-right or market-relevant changes to Line Manager.
Skills And Experience
- 3 full strategic cycles of experience VM experience within the Apparel industry
- Analytical and problem-solving capabilities
- Agile visual merchandiser
- Demonstrate leadership skills and experience.
- Proficient trainer delivering engagement & education to teams
- Analytical and problem-solving capabilities
- Ability to travel to multiple store locations along with working evenings, night shifts, etc., depending on the business needs.
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