Ralph Lauren clarifies its luxury offer

By

Olivier Guyot

Published
May 19, 2015

Goodbye Black Label from Ralph Lauren. So as to clarify its most high-end offer, the American group has decided to bring together its luxury offer under a distinct label for the women's line and for the men's line.

For women, all of the luxury products will be reunited under the name Ralph Lauren Collection. For men, Ralph Lauren Purple will be the unique signature. The leaders of the company have chosen this option so as to clarify the luxury lines but also to concentrate marketing investments.

Ralph Lauren is planning on accompanying this change with dedicated stores and working hand-in-hand with its multi-brand partners in the transition. The group has announced that the change will take place for its pre-spring 2016 season.