Luxury retailer Ralph Lauren focuses on digital transformation for future growth, accelerating key strategic priorities of sustainable long-term growth and value creation.
“Over 53 years ago, this Company started with a single tie and a dream that made it into a way of life. The timeless values we were founded on have propelled us on an incredible journey – one that has seen great challenges and amazing opportunities along the way,” stated chairman and chief creative officer, Ralph Lauren. “Through it all, our commitment to stay true to who we are, while evolving with the world around us, has helped to secure our future and our place as one of the world’s most beloved and inspiring brands.”
As part of its digital transformation strategy, Ralph Lauren is looking at the implementation of new technology platforms across several key areas of its business. This includes rolling out a cloud-based human resources and planning system globally as well as elevating how it delivers for consumers through its ‘Digitizing the Value Chain’ project. This is a company-wide initiative to simplify ways of working, better connect teams and digitise the product journey. It will enable faster and more connected decision-making from product design to market.
In addition, Ralph Lauren is also continuing to invest in technologies that help deliver an enhanced consumer experience – with new digital capabilities that support areas like omnichannel shopping, personalisation, social commerce and augmented reality (AR).
As Ralph Lauren focuses on digital transformation for future growth, president and CEO, Patrice Louvet, explained, “The changes happening in the world around us have accelerated the shifts we saw pre-COVID, and we are fast-tracking some of our plans to match them – including advancing our digital transformation and simplifying our team structures. These steps will enable us to progress our brand elevation journey and deliver Ralph’s vision in today’s dynamic environment – inspiring our consumers around the world and creating value for all of our stakeholders.”
The organisational and digital transformation changes that are being undertaken by Ralph Lauren will support the delivery of one elevated brand vision and voice globally, while maintaining strong local capabilities and expertise. It will enable stronger consumer insights to drive more powerful connections. It will empower teams to make faster decisions and collaborate more easily and streamline the organisation and simplify reporting lines.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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