Browsing around on some fashion websites you can see the Ralph Lauren advertising showing an old video of Ralph himself driving a jeep on the beach with his family.
In blurred B&W. At the fashion show that took place yesterday in his NY garage full of vintage cars, you could see a (grey) collection that you would never say as distinctively Ralph Lauren.
Which are the two words that come up to the mind immediately?
For a Brand that made of the Wasp lifestyle its flag and the sense of accomplishment its message, the reality is pretty flat.
A very (too?) commercial collection and no fresh Brand image. In-store collections that lack luster and are questionable about quality.
A lifestyle communicated in an endless loop risks to become boring In a world where the fashionable people get excited by the excesses of Gucci and where the classy people go to Hermès, which is the positioning of Ralph Lauren?
A posh brand that risks to be cheesy and a vintage message that risks to be perceived as “granny” style with no humour.
The new CEO Patrice Louvet has a great challenge: creating a new exciting chapter for a very established and beloved Brand in a quest for new freshness and desirability. An amazingly tough challenge.