Ralph Lauren Reports Q3 Results

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Source: Business of Fashion

Summary

Ralph Lauren’s CEO Patrice Louvet reported that the brand’s consumers started buying early for the holiday season, resulting in reduced planned promotions for the quarter. The company’s sales figures for the quarter were not disclosed. According to Louvet, the early spending was a positive sign for the brand’s holiday season performance.

Our Reading

The trend returns with a new name.

The holiday season is always a key period for luxury brands, and Ralph Lauren’s early sales are just the latest example of the eternal cycle of consumer behavior. The brand’s designs, once considered classic and timeless, are now being rebranded as “timeless” and “seasonless” to appeal to a new generation of consumers. Meanwhile, the company’s marketing efforts focus on exclusivity and scarcity, touting the idea that only the most stylish and discerning individuals can afford the brand’s products. But as the holiday season heats up, it’s clear that the real luxury is being able to buy what you want, when you want it.