The brand’s five-year-period plan is based on 4 essential key points, and somehow reminds of Soviet strict order. Ralph Lauren have just presented their business plan, which aims to get over a tough financial situation: in fact, the company’s overall turnover, which amounted to 6,2 billion dollars, last dropped considerably, by 7% on annual basis. As reported by the press, the revamp plan will consist of 4 key points: digital growth, financial discipline, core business enhancement and business expansion, focused on geographical areas. The US brand’s management expects yearly sales to go up, until 2023, “in mid-low single digit”, that is, by 5% on annual basis. On the other hand, in the same period Ralph Lauren also aim to rebuy stocks, worth 1 billion dollars, and increase shares of profits as well as the operating margin. As regards the reorganization of the retail network, they are going to focus on digital sales and business: that is why they signed, in the board, Linda Kozlowski, chief executive officer of Etsy e-commerce portal.
Ralph Lauren to set a five-year-period plan: focus on e-commerce and financial discipline to get back to positive business trend
