Business of Fashion reports that David Lauren, the son of Ralph Lauren, has been promoted to chief innovation officer and vice chairman of Ralph Lauren. Chief executive officer Stefan Larsson said that the appointment “will help us create a sustainable competitive advantage by bringing us closer to the consumer as we continue to evolve the company from the core of its iconic brand.” This will likely mean a sustained social media advertising campaign.
The brand has made several moves to become part of today's fashion landscape. They recently became part of the 'See Now, Buy Now' movement, allowing consumers to buy specific collections right after the show. They also hired Coach's former chief financial officer Jane Nielsen to become part of the brand's turnaround. We look forward to see what David Lauren will do in his new position.