Inside Ralph Lauren’s Big Comeback — And How it Won Over Gen Z | Behind the Business

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Facing brand dilution and declining wholesale sales in the 2010s, Ralph Lauren has sought to reinvent itself and win over a younger generation. Under CEO Patrice Louvet, the company pulled back from heavy discounting, doubled down on its own stores, digital platforms and AI, and refocused on core values like authenticity and timeless design. Today Ralph Lauren is seeing renewed growth, topping $7 billion in revenue the first time in nearly a decade. Fortune's Phil Wahba sat down with Louvet to learn about the strategy behind the turnaround. 00:00 - Ralph Lauren’s Comeback 1:06: Ralph Lauren’s brand identity and flagship stores 2:31 - Origins of Ralph Lauren/Company history 2:54 - Brand Dilution and Pulling back from Wholesale 4:01 - Ralph Lauren’s Brand Elevation Strategy 4:21 - Attracting Younger Customers 4:49 - Ralph Lauren Brand Activations and Marketing Strategy 5:53 - Ralph Lauren 30 Cities Strategy 6:53 - Ralph Lauren Core Values 7:31 - Womenswear and Handbag growth 8:03 - Inside the Luxury Market Slowdown 8:28 - Ralph Lauren Retail Strategy 8:58 - Artificial Intelligence and launching “Ask Ralph” 10:48 - Fashion Industry Economic Headwinds. 11:20 - Supply Chain Strategy and Navigating Tariffs 12:20 - Leaning into Core Brand Identities Subscribe to Fortune - http://www.youtube.com/subscription_center?add_user=FortuneMagazineVideo Fortune Magazine is a global leader in business journalism with 55 million monthly page views and a readership of nearly 32 million, with major franchises including the Fortune 500 and the Fortune 100 Best Companies to Work For. The new Fortune video channel dives into personal stories from business owners and entrepreneurs becoming successful in business and sharing their tips to help you reach your goals. Website: http://fortune.com/ Facebook: https://www.facebook.com/FortuneMagazine Twitter: https://twitter.com/FortuneMagazine TikTok: https://www.tiktok.com/@fortune