Ralph Lauren Is Being Reorganized With Great Difficulties And Brilliant Achievements.

At the beginning of this month, Ralph Lauren, the American fashion classics brand, ushered in its new CEO, Stefan Larsson. Ralph Lauren.

In less than a week before taking office, Larsson reported to investors about the company's financial situation in the second quarter of this fiscal year ended in September 26th.

Last quarter, Ralph Lauren conducted a company wide approach.

The company's profits have been greatly affected.

After restructuring, Ralph Lauren's 6 global brand groups have 6 global presidents.

The restructuring aims to improve the management efficiency of the company. In the long run, it is estimated to save 110 million dollars for the company.

But before that, Ralph Lauren must face losses from restructuring.

During the first quarter of this year, Ralph Lauren spent $45 million on restructuring, and now the company is facing a new round of restructuring costs of $38 million.

Larsson said that there are still many places to understand and learn about the internal operation mechanism of the company, hoping to greet the new job with the attitude of the newborn calf not afraid of the tiger.

Larsson had been there before.

Working with H&M, he believed that consumers always liked new and unique products, and there must be genuine stories to support them.

Ralph Lauren, who was born in the ordinary labor family of the United States, created the same clothing brand with his name.

Larsson said,

The brand concept is "pursue a better life."

Now, how do you practice this idea? If you ask a sales manager in Europe, he will tell you that the European retail market is more prosperous than before.

However, if you go to the US, South Korea, Hongkong and Macao, you will get different answers.

This is also the plight faced by many other brands.

South Korea's Middle East respiratory syndrome epidemic and the number of visitors to Macao in Hongkong have greatly affected the global fashion brand business.

Taking all factors into account, the net turnover of the global fashion apparel industry has increased by only 4% this quarter, or about US $1 billion 970 million.