With almost 50 years in the business, Ralph Lauren is still incorporating itself into today’s society. As said by Mr. Lauren, himself, “Fashion is about changes, youth, aspirations, about what’s going on around the world – a blend of all things happening.” Ralph Lauren Corporation has taken accountability of their founder’s words and has done exactly that.

Although Ralph Lauren is under new supervision, their sales have continued to increase. Mr. Ralph Lauren stepped down from his role in November 2015, and appointed Stefan Larsson as the new Chief Executive. Larsson has an extensive knowledge of fashion and the retail business, making him a force to be reckoned with. Former H&M executive is credited to reviving Old Navy from the dead and has a proven record of creating company growth and profits. The appointment of an experienced fashion executive, as CEO would be a sign that Ralph Lauren may be a part of the growing retail trend.

2016 so far has been a major year for Ralph Lauren attracting millennials. It is obvious that social media platforms is the way to reach young consumers, especially if their clothing are featured in prominent celebrities pages. In the beginning of the year, a custom Ralph Lauren bomber jacket was made and sent to Kim Kardashian and Kanye West’s newborn Saint. There have also been rumors that Drake is going to partner with Ralph Lauren for his OVO line. If this were to happen, this would definitely put millennials on board with Ralph Lauren, and gain the brand ultimate recognition.

The fashion brand is expected to make appearances in worldwide events, as well as on the movie screens. Ralph Lauren is an official partner of the worldwide-anticipated 2016 Summer Olympics. This partnership has become a small tradition within the Olympics, and is surely to bring a lot of attention to the fashion brand. The very talked about movie, Zoolander 2 has also made some mentions of Ralph Lauren. In a cover ad of US Esquire, Ben Stiller, who plays Zoolander is wearing Ralph Lauren’s Purple Label 2016. In the Vogue Zoolander cover ad, Penelope Cruz is wearing the infamous “Blue Steel” dress alongside Ben Stiller.

http://www.nytimes.com/2015/09/30/business/ralph-lauren-creator-of-fashion-empire-steps-down-as-ceo.html?_r=0"

http://www.highsnobiety.com/2016/02/05/ovo-2016-spring

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