Ralph Lauren Pformation Is Fast Fashion Is Always Behind The Enemy.

In recent months, the luxury goods industry has been sluggish. Ralph Lauren, a troubled brand, has announced that it will boost sales growth in order to reduce operating costs, plan to lay off a large number of shops and close a certain number of shops, and strive to shorten the production cycle and streamline the management structure of Ralph Lauren.

In 1968, Ralph Lauren created a luxury brand with its own name, and launched a Polo garment designed for successful urban men between formal and casual, which has created a high quality fashion sales field in the world.

According to the analysis, Ralph Lauren will cut 1000 employees and close 50 high-end consumer shops.

At present, the company has 493 direct retail stores. By the end of April 2nd, the total number of employees was 26 thousand.

The new CEO Stefan Larsson said in an interview that the company will focus on developing its flag next.

Polo and Lauren are three classic brands.

Some media commentary means that Ralph Lauren will be pformed into a fashion brand similar to that of H&M and ZARA. So will the Ralph Lauren "change the runway" play a leading role in switching to the fast fashion market for a large number of unbearable luxury brands?

Capital winter

There are also many challenges. Global warming, the trend of change is too fast, and quality design is not consistent with the market.

In addition, competition among peers has become increasingly fierce.

While fighting with traditional fashion brands, internal innovation can not stop.

Besides spending energy on fabrics, UNIQLO is also trying to improve its products.

Lemaire, the former creative director, is preparing to appear in Paris fashion week, while resisting the crisis of being replaced by new brands at any time.

The KM brand, which can be called fast fashion, is a new brand of fried chicken. It reconstructs the trend of men, opens more than 300 stores in 2 years, and executes the "361 plan" (300 in 2016, 600 in 2017, 1000 new stores in 2018).

Last year, we watched LV, CUCCI, Hermes and other top 10 luxury brands fall off the cliff, losing their way to the cold winter market.

In addition to the strategy of closing the store, there are also many channels for opening the electricity supplier, some directly stationed in Tmall, and others are anxious to launch the "semi-finished products" crude e-commerce self operated platform.

And began to carefully safeguard the brand WeChat public number, from the original customer love to ignore and maintain high above the brand culture, and now actively protect the relationship with consumers.

There are indications that the age of luxury industry can "make money with eyes closed" has ended. It needs to figure out the life of consumers and fill demand.

In order to please the consumer, we have to make changes.

Who can think of LV in order to enter the two yuan market, please play the role of "virtual thunder" as the spokesperson in the final fantasy, and the "two dimensional" style products, such as Chanel and CUCCI, which you can't expect to be able to connect with the two yuan.