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. As the CEO's, the GM ensures every client walking through the door is treated as a VIP using the "5 C's of Service Excellence", creating the ultimate expression of a luxury lifestyle shopping experience.