Ralph Lauren to boost appeal among youngsters

Fashion brand Ralph Lauren believes that the future of fashion lies in the younger generation. Young shoppers are top of the group’s strategic targets, according to a statement from the group published at the release of its latest quarterly results.    To reach these young consumers, the company has pursued its move upmarket and has upped its investment in marketing, focusing on digital advertising and social networks. The brand is creating differentiated experiences with our shows where we can engage consumers in new ways and amplify our messaging globally to in-store events and digitally.

The fragrance is also a product category that has allowed the label to reach a younger clientele. During the last quarter, Ralph Lauren launched a campaign for the perfume “Romance” starring its new brand ambassador and top model, Taylor Hill. In a year, the number of the brand’s followers had increased by 45% for a total following, across all of its lines, of 15 million followers. To win over both young and not-so-young customers, the group aims to promote its core products, but also to develop “underutilized” product categories.

The group’s brands will continue to offer prints, embroideries, solid colors, graphic designs, and customization, whilst also developing their offering in the denim, coats, work clothes, shoes, and accessories categories. The group also has high hopes for Lauren, its classic womenswear brand, to gain ground in this market, even if the brand’s distribution is concentrated mainly within North American department stores.