I am not a fashion designer: The Biography of Polo's Father, Ralph Lauren

Author: Gross
Publisher:
Publish Date: 2004-06-01
Features: Ralph's success story is not just an ordinary business struggle, but also an "archetype of self-creation," a process of commodifying identity, the democratization of high-end and upper-class symbols, and the continuous refinement of luxury consumer goods marketing strategies. It is also a process of promoting products and globalizing brands through the concept of "lifestyle." In close interactions, he is almost the image that Americans idealize: gentle, humble, yet ambitious and never content. At the same time, he reflects bad traits: utterly self-centered, arrogant to the point of pride. He has an extremely strong desire for control, sometimes even bordering on tyranny. In this book, the author tells us the real story of this fashion emperor—the secrets behind his dream come true, the dark side behind his noble facade.