RALPH LAUREN annouces second Paris flagship with restaurant and expands collections
During an inteview to the American media, Mr Ralph Lauren has expressed joy over the expansion of its existing lines, the Purple line being one of the key lines. The annoucement comes at the same time with the positive financial results also annouced this week. Mr Lauren also spoke about the growing success of RLX, an entire line dedicated to the anti-luxury consumer target which has been growing especially since the debut of the crisis. Worldwide sales dropped by 4% againts the 5% previously estimated. Retail and online sales have grown by 13%, while wholesales at multibrands dropped by 6%.
Ralph Lauren will open in Paris this year a second flagship store with restaurant in the chic district of Saint Germain. Other flagship stores such as the one in New York will include dedicated Purple line floors.
We, at CPP believe Mr Lauren has discovered a very smart strategy which not only puts the focus on its full concept flagship stores but also addresses otheriwise ignore target segments. The focus on the large store concepts, altough detriment to the visibility of the widely present Polo stores and corners, is likely to define Ralp Lauren’s allignment to the world success trend which is returning to heritage.