Source: Business of Fashion
Summary
Ralph Lauren is offering a two-item “sleep ritual” set, consisting of a pillow spray priced at $18 and a robe at $159. The luxury brand aims to promote a relaxing bedtime routine with these products.
Our Reading
The trend returns with a new name.
Ralph Lauren repackages relaxation as a luxury experience. The $159 robe is a bold price point for a sleep staple. The $18 pillow spray adds a touch of exclusivity to bedtime routines. The “sleep ritual” label explains the high prices. This is just another iteration of the wellness trend that has been going on for years.
The ritual is just a rebranding of a nightgown and a scented spray.
Author: Evan Null
Observations
Ralph Lauren’s Pricing Strategy
The luxury brand’s decision to price the robe at $159 and the pillow spray at $18 may be seen as a way to create a sense of exclusivity and high-end quality around the products.
The Wellness Trend
The “sleep ritual” promotion is just another example of the ongoing wellness trend, where everyday activities are rebranded as luxury experiences.
Rebranding Everyday Items
Ralph Lauren’s strategy of rebranding a nightgown and a scented spray as a “sleep ritual” is a common practice in the fashion and luxury industries.
Targeting the Luxury Market
The high price point of the robe and the exclusive branding of the pillow spray suggest that Ralph Lauren is targeting a high-end market with this promotion.
The Cycle of Luxury Trends
The “sleep ritual” promotion is just another iteration of the luxury trend cycle, where high-end brands constantly rebrand and repackage everyday items as exclusive experiences.
