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

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