Ralph Lauren Changes Its Outgoing Brand CEO

October 14th is the birthday of Ralph Lauren76.

However, from the recent elimination, Lauren gave his gift is difficult to evaluate is joy or worry: he announced that he would officially retire from the CEO position of his own brand in November. The person who took the lead is Stefan Larsson, the global president of Gap brand Old Navy, and is also an experienced operator in the fashion industry.

48 years ago, Lauren founded the high-end fashion brand known for polo and Polo shirts.

Speaking of Ralph Lauren, people will think of close striped short sleeves, Polo logo on the left chest, and intentionally or unintentionally erected collar.

In 1967, Lauren, who worked for the US brand Brooks Brothers, chose to borrow $50 thousand to lend her Ralph Lauren company to the market.

In 1968, Lauren's men's tie production line was released.

In 1969, boutiques opened on the streets of Manhattan.

In 1971, Lauren launched the first series of women's clothing and set up the first independent store in Beverly Hills, California.

In 1981, Lauren went to London to announce that the American brand began to internationalize.

Later, a series of actions, including the launch of Polo Sport sports apparel, expansion of accessories, perfume, home or restaurant products, are constantly testing the Americans' excellent business savvy.

Unlike many artists who keep their distance from the outside world, Lauren has a strong temperament of American businessmen.

Therefore, a businessman knows how to put it back and forth freely.

If Club Monaco is acquired quietly in 1999, then the right to surrender is to be put down.

And the reason for letting go is from business.

"The company has to change."

Lauren said in his recent acceptance of the Wall Street journal that this is the original intention of his decision. "Our brand is a listed company, and we have the responsibility to choose the right leader."

He stressed that although he left the CEO position, he would remain deeply involved in business, rather than completely leaving.

Lauren defines "Deep Participation" as a form of partnership. Larsson will report directly to Lauren.

But Lauren said to Business Day: "when they start

When I can't understand things, I will quit.

Will the fast fashion background of Larsson lead Ralph Lauren to separate existing businesses? This is the biggest doubt at hand.

According to recent reports, the company's recent plan has always been related to luxury goods. Lauren has handed over luxury business to luxury management Valerie Hermann, and has set up a private clubhouse in Milan to integrate resources in the luxury industry.

But the Polo Ralph Lauren product line is also important, which may be the focus of Larsson.

From the experience of H&M and Old Navy, this fashion is fast.

The best thing is to control the cost of the retail terminal.

Moreover, Larsson can also help Ralph Lauren promote international expansion.

All these are conducive to the Ralph Lauren brand going through a difficult period.

But this does not mean that the control of the brand is sidelined.

"They are still controlled by Ralph Lauren."

Threadstone, Susman of the world's largest retail manufacturer, told Business Day. "I don't think the big picture is changing."

The big move of the helpers is seen as a strategy for Ralph Lauren to adjust the company's financial order.

In today's strong dollar and breathless competitive environment, Ralph Lauren is under pressure.

Its recent quarterly earnings, though more than $1.09 a share, exceeded analysts' expectations, but its revenue fell by 5.3% over the same period last year.

The company's share price has fallen by half in the second half of this year.

But Lauren's success in the past has made him extremely wealthy. In the past few years, he has been selling his shares in exchange for substantial returns.

Just last week, he sold his 50 thousand shares in the Ralph Lauren brand, worth $5 million 600 thousand.

But he did not want Ralph Lauren to become a downright luxury brand, hoping that some fashionable elements would take part in it.

And look at the new president.

Larsson is indeed a manager who is favored by the fast fashion brands.

The 41 year old Larsson has been president of Old Navy since 2012, and helped this once difficult clothing brand to boost sales.

Previously, Larsson has served H&M for 15 years, and has worked with designers such as Donna Karan and Calvin Klein.

His resume is starry.

So when someone asked if she could learn anything from H&M and Old Navy, Lauren said, "if I can't learn, Larsson will not be here."