Many of my followers asked me how I see the current state of @ralphlauren , one of the brands (and men) which I am known to love and admire most... so here’s my quick analysis:
@ralphlauren has made huge progress over the past 2 years, since Patrice Louvet was appointed CEO and Ralph Lauren himself became again more personally involved in the business.
I. For me, the most important achievements are: (1) The revitalisation of @poloralphlauren which is once again fresh and relevant (2) The RL shops are back to what they used to be - lifestyle universes full of inspiration (3) The website has had a long due overhaul (4) The visual communication is, once again, much more lifestyle - oriented and inspiring (5) The financial situation has been stabilized.
II. Several other points have been addressed but, at least in my humble opinion, still need attention:
(1) Purple Label needs to find again the right balance of timeless elegance, high quality and appropriate pricing. (2) Purple Label and RL Collection advertising should be less “clinical” and much more lifestyle - oriented again (just like Polo)
(3) RL should REALLY concentrate on social media and especially IG: It currently has less than 11m followers whereas Gucci and Chanel have approx. 36m each, and even D&G and Versace have 20m followers. RL needs to make their IG much less institutional and adapt it to the Millennial audience, thereby expanding reach dramatically and gaining potential new customers in a comparatively easy and cost-efficient way !
III. There is still immense untapped potential in RL in my view
(1) the different lines should interact more in stores and online (2) the stores should be made even more lifestyle - oriented: Retail shoppers are looking nowadays for an experience and would love more RL coffee shops/trolleys, @ralphlaurenhome corners, mini exhibitions about RL cars etc.(3) New stores in hubs like Zurich, Berlin or Monte Carlo (4) A chief brand officer who secures the RL vision for the future and gets that RL is not about fashion, but style ! #ralphlauren #style #class #fashion #luxury #lifestyle #inspiration #motivation #elegant #mensfashion #dapper #menstyle #car #dog #goodvibes