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Can a new CEO lead the Ralph Lauren brand?

By Don-Alvin Adegeest

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Fashion

Not long after Ralph Lauren announced he was handing over the reigns of chief executive officer to Stefan Larsson, the internet was rife with questions. Who is Mr Larsson, and can he lead a company that for fifty years was managed both creatively and operationally by its charismatic founder?

Furthermore, Mr Larsson has a background in fast fashion. Ralph Lauren, a brand in the top 100 of Forbes most valuable brands, has an image deeply rooted in upper class rural England, the polo-playing country set mixed with the vibe of an American country club. How could a replacement, who has worked for the likes of H&M and Old Navy, lead a billion dollar upscale brand?

The answer may be somewhere in his sensitivity for the consumer appetite. At H&M, Larsson helped expand the chain into an international giant, with more than 2,300 stores and 17 billion dollars in revenue, according to Women’s Wear Daily. He introduced mass-market partnerships with Comme Des Garçons, Versace and Karl Lagerfeld and turned Old Navy into the strongest performing brand in the Gap portfolio.

The future of the label will require brand integrity as much as business acumen

The future for the Ralph Lauren brand lies in its keeping its integrity as much as growing its business endeavours. As Mr Lauren once stated: “You have to be very, very careful with licensing. You must concern yourself with every detail: the quality of the product; how it is delivered to the stores; and how they present your lines."

Ralph Lauren understands the importance of a name, and the new CEO will need to underscore its importance, as Mr Lauren will not be at the creative helm forever. One needs only to google the name Pierre Cardin, a once popular brand, that has now become so diluted it can be seen on anything ranging from washing machines to discounted sportswear.

Thankfully Mr Lauren is not retiring from his creative duties. He will continue as executive chairman and chief creative officer and Larsson will report directly to him.

image: Ralph Lauren, Stefan Larsson

Ralph Lauren