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Why You Should Buy Ralph Lauren Stock?
Sunk Ralph Lauren Is Trading at a Huge Discount
Ralph Lauren stock is sinking. Amidst news of a mishandled CEO transition, Ralph Lauren too announced recently that it would close its flagship store on Fifth Avenue, New York. A Gatsbyesque throwback to classic elegance, the Fifth Avenue Ralph Lauren flagship was so iconic that it become a tourist destination.

Now, as part of US$370 million shakeup, the Ralph Lauren flagship is no more as the quintessential rags-to-riches American retail story is in jeopardy as millennials shop for US$245 jeans discounted at online stores while Lauren figures out how to push the firm in the digital direction of eCommerce.

For close to 50 years, Lauren built the Ralph Lauren story on the back of rising American elites. In pop culture, this mythology was enhanced with the likes of Adam West’s Bruce Wayne sporting a Ralph Lauren blazer with the iconic family crest. When Stefan Larsson joined Ralph Lauren less than two years ago, Ralph Lauren’s new CEO had big ideas for taking one of the world’s most iconic brands into the 21st century.

Instead, what happened was a mismatch in direction as Lauren and Larsson clashed on how to modernise Ralph Lauren. Just two months ago, Larsson resigned (his last day with the company is on May 1), leaving Lauren beleaguered and struggling to navigate a retail landscape vastly different from the one he was familiar with when he started selling his iconic over-sized neck ties from the trunk of his car.

The Ralph Lauren flagship has sunk and when bad news follows in chain, stock prices tend to follow consumer confidence (or lack thereof) in a downward direction. At its core, the Ralph Lauren debacle is a reminder of that industry truism that when brand founders (fashion or otherwise) find it difficult to cede control of the business they created, evolving realities render a previously successful business model obsolete. BUT there’s a silver lining to this story.

When Stefan Larsson joined, analysts and fans were upbeat on the appointment of the 42 year old to the Chief position at Ralph Lauren. Larsson was credited with revamping Old Navy’s image and putting the brand into positive territory. The symbolism of old school clashing with new world realities were not lost on media outlets as Melania Trump channeled Jacqueline Kennedy dressed in a Ralph Lauren cerulean cashmere overcoat, evoking the ire of left-wing supporters to boycott Ralph Lauren in protest of Trump’s draconian politics.

The above story was written by Jonathan Ho.
The article was provided from LUXUO.






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