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Agenda-setting intelligence, analysis and advice for the global fashion community.

Ralph Lauren: Selling a Dream at Every Price

The American brand is seeing rising sales even as consumers rebel against high prices. For the BoF-McKinsey State of Fashion 2025, CEO Patrice Louvet spoke about how pricing and merchandising strategies have set up the company for success in uncertain times.
SoF 2025 vignette's lead
CEO Patrice Louvet explains how Ralph Lauren is combatting slowing consumer demand. (Ralph Lauren)

Plenty of brands talk about world building, but few are as committed to the concept as Ralph Lauren, which recently recreated its Polo Bar restaurant at a Hamptons estate to wine and dine guests attending its latest fashion show.

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Further Reading

The State of Fashion 2025: Challenges at Every Turn

The ninth annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals that economic and geopolitical challenges, combined with shifts in customer values, will define a turbulent year ahead. Download the full report to understand the 10 themes that will shape the industry and the opportunities for growth in 2025.

About the author
Brian Baskin
Brian Baskin

Brian Baskin is Executive Editor at The Business of Fashion. He is based in New York and oversees BoF's beauty, retail, direct-to-consumer, technology, marketing and workplace verticals.

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