NEW YORK, June 23, 2016 /PRNewswire/ — On June 7th, Ralph Lauren announced it would close 50 stores and lay off 1,000 employees as part of a dramatic restructuring in response to lower sales. Interestingly, the announcement didn’t reveal much about how the company plans to correct its course– but industry insiders speculate that Larsson’s history at discount retailers Old Navy and H&M hold the answer.
To fill in the blanks, MediaRadar analyzed Ralph Lauren’s advertising before and after Larsson’s start. The data shows two key course changes that shed some light on their new strategic direction:
“By analyzing their marketing spend carefully, we can see where Ralph Lauren strategy may be heading,” says Todd Krizelman, CEO of MediaRadar.
This data shows a key pivot from the company as the epitome of luxury designer wear to a focus on affordable fashion. For Larsson, this is a turnkey positioning solution, since he helped revitalize H&M and Old Navy to the powerhouse brands they are today.
MediaRadar is a multimedia sales intelligence tools that tracks and provides insight into how advertiser dollars are spent across print, digital, mobile and TV. This company has 1,400 clients including WhoWhatWear, WWD, Elle, Vogue, The Wall Street Journal, and Bloomberg. MediaRadar is a forward-thinking, innovative company that identifies key advertiser trends across industries.