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Shakeup at Ralph Lauren™ and what it means for the brand

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We don’t tackle fashion industry news too often but when it effects a fashion behemoth like Ralph Lauren virtually everyone should take notice. The shakeup revolves around their now former CEO Stefan Larsson who after less than two years in the top seat is leaving the company citing differences with the founder Ralph Lauren over the creative direction of the company. Larsson was supposed to be the shakeup that the company needed with its stagnant sales growth and an aging customer base. Who better than a veteran of two trendy brands like H&M and Old Navy to pump some new life into the 50-year-old brand. To put it simply a culture clash ensued that many could and probably should have seen coming. Larsson while used to running highly successful apparel brands comes from the complete opposite end of the fashion spectrum. Old Navy and H&M are not known as luxury brands whereas Ralph Lauren is. The $80-90 spent at Ralph Lauren may get you a polo shirt compared to a full outfit from Old Navy or H&M for the same amount. Two very different companies servicing to very different consumer bases. The initial hire sent out a message to the fashion industry that it probably never intended primarily that Ralph Lauren was moving away from luxury and retooling to go after the budget apparel category. Whether or not this was their intention it sure seemed to be the case with Larsson at the wheel cutting costs by shutting stores, improving supply chains and sales, sales and more sales with very deep discounts in 2016 particularly thru their retail website. What we can take away from this is that Ralph Lauren is looking to retool its brands but is not willing or interested in degrading its brands prestige or quality. Expect to see a refocus on quality goods, less sales and less merchandise in general saturating the market. Who’s to say Ralph Lauren will not take a page or two out of Coach’s playbook for reinvigorating the brand like bringing in new designers with edgier products after all Ralph Lauren’s intern head honcho is Jane Nielsen a former Coach executive.

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Note: Ralph Lauren customer returns cannot be exported or sold outside US. Your account must be approved to purchase Ralph Lauren™ Customer returns. You must agree to Ralph Lauren™ reseller agreement prior to placing an order. Ralph Lauren™ lots are customer returns. Customer returns have high percentage of distressed merchandise. ALL SALES ARE FINAL. There are no returns, claims or changes to customer return orders. Customer return order must be paid by bank deposit or wire transfer, regardless of the amount.


 

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