1 00:00:00,160 --> 00:00:02,440 Speaker 1: Bet Tystvie, thank you so much for joining us on Bloomberg. 2 00:00:02,680 --> 00:00:03,519 Speaker 2: Very happy to be here. 3 00:00:03,840 --> 00:00:06,040 Speaker 1: Do you have the best job in the world? Pretty close, 4 00:00:07,080 --> 00:00:09,960 Speaker 1: because it's fun. What was the most surprising thing about 5 00:00:09,960 --> 00:00:11,240 Speaker 1: your job since you first started? 6 00:00:11,960 --> 00:00:13,440 Speaker 2: Oh, there's so many things, you know. 7 00:00:13,600 --> 00:00:15,880 Speaker 3: The probably the thing that actually attracted me to this 8 00:00:15,920 --> 00:00:19,600 Speaker 3: opportunity is the opportunity to work with Ralph Right. This 9 00:00:19,680 --> 00:00:24,160 Speaker 3: man is visionary, incredible entrepreneur, has had an amazing success 10 00:00:24,200 --> 00:00:25,920 Speaker 3: around the world, and the opportunity to work with him, 11 00:00:25,960 --> 00:00:28,680 Speaker 3: to partner with him, is really special and I cherish 12 00:00:28,760 --> 00:00:29,240 Speaker 3: it every day. 13 00:00:29,320 --> 00:00:31,240 Speaker 1: Yeah, and you have to get along because of course 14 00:00:31,280 --> 00:00:33,239 Speaker 1: he's you know, he's still such a figure. He has 15 00:00:33,280 --> 00:00:33,959 Speaker 1: his name on the door. 16 00:00:34,080 --> 00:00:35,600 Speaker 2: He does have his name on the How much of 17 00:00:35,640 --> 00:00:39,040 Speaker 2: it is his vision? Well, it all starts with his vision, right. 18 00:00:39,040 --> 00:00:41,519 Speaker 3: And what's exciting is when you see where this company 19 00:00:41,520 --> 00:00:44,559 Speaker 3: started a tie, you see what it's become. It's all 20 00:00:44,600 --> 00:00:47,760 Speaker 3: been driven by a consistent vision and actually consistent purpose. 21 00:00:48,120 --> 00:00:50,599 Speaker 3: You know, I talked this about our purpose is to 22 00:00:50,600 --> 00:00:53,479 Speaker 3: inspire the dream of a better life through authenticity and 23 00:00:53,560 --> 00:00:56,240 Speaker 3: timeless style, and that's been the driving force for the 24 00:00:56,240 --> 00:00:58,400 Speaker 3: company now and now we're around the world. 25 00:00:58,720 --> 00:00:59,880 Speaker 2: We are well beyond ties. 26 00:01:00,080 --> 00:01:02,480 Speaker 3: You know, we're in hospitality, we have restaurants, we have 27 00:01:02,520 --> 00:01:05,560 Speaker 3: coffee shops, when the women's business, the homes business, but 28 00:01:05,680 --> 00:01:10,039 Speaker 3: all still driven by a very consistent vision ambition. And 29 00:01:10,080 --> 00:01:13,400 Speaker 3: this is an industry that's very much about trends. And 30 00:01:13,520 --> 00:01:17,480 Speaker 3: Ralph actually regularly says I hate fashion because fashion comes 31 00:01:17,520 --> 00:01:21,440 Speaker 3: and goes, and we talk a lot about style, timelessness 32 00:01:21,480 --> 00:01:23,520 Speaker 3: and element of consistency. And I think that served the 33 00:01:23,520 --> 00:01:25,440 Speaker 3: company quite well over the past fifty plus years. 34 00:01:25,480 --> 00:01:27,200 Speaker 1: And what was it like the first time you met him? 35 00:01:28,040 --> 00:01:29,520 Speaker 2: There was a moment there was incredibly special. 36 00:01:29,560 --> 00:01:31,200 Speaker 3: So I got a chance to see him in his 37 00:01:31,319 --> 00:01:32,720 Speaker 3: ranch in Colorado and tell a. 38 00:01:32,760 --> 00:01:34,080 Speaker 1: Ride before you got the job. 39 00:01:34,120 --> 00:01:38,240 Speaker 2: We're after right after, right out the job. So that's 40 00:01:38,280 --> 00:01:40,200 Speaker 2: probably the most iconic moment for me. 41 00:01:40,280 --> 00:01:43,800 Speaker 3: And I can also give you perspective on that first engagement. 42 00:01:44,280 --> 00:01:47,080 Speaker 2: But we're in this ranch, we're. 43 00:01:46,920 --> 00:01:49,160 Speaker 3: Outside, it's chili, it's eight in the morning, next to 44 00:01:49,200 --> 00:01:51,880 Speaker 3: the cookhouse, and we're looking ahead and there's this beautiful 45 00:01:51,880 --> 00:01:55,480 Speaker 3: mountain view and we're talking about what business are we in? Right? 46 00:01:55,520 --> 00:01:58,320 Speaker 3: Because it was really important to be super clear together 47 00:01:58,400 --> 00:02:02,240 Speaker 3: and have a consistent ambition, and we landed on the 48 00:02:02,280 --> 00:02:03,960 Speaker 3: fact we're actually in the dreams business. A lot of 49 00:02:03,960 --> 00:02:06,040 Speaker 3: people say, well, Rath, Lauren, you're in the apparel business. 50 00:02:06,080 --> 00:02:07,760 Speaker 3: You're a fashion company. 51 00:02:08,040 --> 00:02:09,120 Speaker 2: No, we would disagree with that. 52 00:02:09,200 --> 00:02:11,240 Speaker 1: So is it t is he easy to work with? 53 00:02:11,520 --> 00:02:12,680 Speaker 2: He's wonderful to work with. 54 00:02:13,360 --> 00:02:15,400 Speaker 3: There's always this image of, you know, the creative leader 55 00:02:15,400 --> 00:02:17,760 Speaker 3: in a fashion company can be challenging and complicated, and 56 00:02:18,800 --> 00:02:22,919 Speaker 3: there's obviously been stories around that. But Rath is an 57 00:02:22,919 --> 00:02:26,680 Speaker 3: incredible partner. He is both an amazing visionary and a 58 00:02:26,720 --> 00:02:28,920 Speaker 3: great businessman. I think that's been a key part of 59 00:02:28,919 --> 00:02:32,000 Speaker 3: his success. We have been super clear on our respective 60 00:02:32,080 --> 00:02:34,320 Speaker 3: roles and although nothing is written on a piece of paper, 61 00:02:34,880 --> 00:02:38,200 Speaker 3: we're clear on who's responsible for what and where. We 62 00:02:38,240 --> 00:02:41,440 Speaker 3: come together and I couldn't be happy. We're happier with 63 00:02:41,480 --> 00:02:42,120 Speaker 3: the partnership. 64 00:02:42,160 --> 00:02:44,239 Speaker 1: I mean, in factly, there was also a moment where 65 00:02:44,240 --> 00:02:46,000 Speaker 1: you had to basically, you know, change the company to 66 00:02:46,000 --> 00:02:49,680 Speaker 1: get away from the department stores. That lowered the ambition 67 00:02:49,760 --> 00:02:50,280 Speaker 1: for the company. 68 00:02:50,320 --> 00:02:51,119 Speaker 2: How hard was that. 69 00:02:52,760 --> 00:02:56,280 Speaker 3: It's from a financial standpoint, it's challenging. But if you 70 00:02:56,320 --> 00:02:59,480 Speaker 3: go back to the roots of this company, this company 71 00:02:59,520 --> 00:03:00,040 Speaker 3: was founded as. 72 00:03:00,120 --> 00:03:01,000 Speaker 2: A luxury company. 73 00:03:01,240 --> 00:03:03,120 Speaker 3: Right. And actually the first tie that Ralph launched, she 74 00:03:03,160 --> 00:03:05,440 Speaker 3: reminded me recently, was I think two and a half 75 00:03:05,440 --> 00:03:07,560 Speaker 3: times the price of a Christian Jow tie, right. And 76 00:03:07,560 --> 00:03:09,800 Speaker 3: I think no one would disagree that Christian Jour is 77 00:03:09,840 --> 00:03:13,359 Speaker 3: an incredible luxury company. So we indeed had to significantly 78 00:03:13,400 --> 00:03:16,480 Speaker 3: pull back, particularly in the US our presence, because the 79 00:03:16,480 --> 00:03:19,160 Speaker 3: brand had been overextended. We reduced about two thirds of 80 00:03:19,160 --> 00:03:23,280 Speaker 3: our wholesale doors. But as I look now, we're about 81 00:03:23,320 --> 00:03:25,359 Speaker 3: two three years into that exercise, We're in a much 82 00:03:25,360 --> 00:03:28,880 Speaker 3: stronger place. Our brand perception is much stronger, our value 83 00:03:28,919 --> 00:03:30,080 Speaker 3: perception is much stronger. 84 00:03:30,120 --> 00:03:33,120 Speaker 1: But the elevation journey or this ultra luxury at the 85 00:03:33,120 --> 00:03:35,720 Speaker 1: time was not necessarily a given. Right now, when you 86 00:03:35,760 --> 00:03:38,559 Speaker 1: look at luxury company, it's very clear that if you 87 00:03:38,880 --> 00:03:41,560 Speaker 1: are in the ultra luxury space so you can increase prices, 88 00:03:41,600 --> 00:03:43,760 Speaker 1: you have a lot more of a market around the 89 00:03:43,760 --> 00:03:48,440 Speaker 1: world instead of this like moderate luxury. What made you 90 00:03:48,480 --> 00:03:50,960 Speaker 1: see that back then, I think it's. 91 00:03:50,760 --> 00:03:54,600 Speaker 3: Back to what this company stood for historically, and already 92 00:03:54,640 --> 00:03:56,360 Speaker 3: at the time. I mean, this phenomenon has been going 93 00:03:56,360 --> 00:03:59,760 Speaker 3: on for a while that you see this bifurcation of 94 00:04:00,040 --> 00:04:03,120 Speaker 3: and luxury brands that have pricing power that consumers see 95 00:04:03,160 --> 00:04:05,800 Speaker 3: the value and therefore you have the ability to increase 96 00:04:05,800 --> 00:04:07,760 Speaker 3: your average in a retail and others where it's are 97 00:04:07,880 --> 00:04:11,480 Speaker 3: just focused on selling product, not engaging the consumer in 98 00:04:11,520 --> 00:04:16,080 Speaker 3: the same way, much more promotional. We felt like, you know, 99 00:04:16,160 --> 00:04:18,239 Speaker 3: so we go back to our roots. That's that's where 100 00:04:18,279 --> 00:04:19,640 Speaker 3: we wanted to take the company. 101 00:04:19,720 --> 00:04:21,840 Speaker 1: I mean, how do you create that fortune? So how 102 00:04:21,880 --> 00:04:24,640 Speaker 1: do you create those moments where people associate you with 103 00:04:24,760 --> 00:04:26,919 Speaker 1: Wimbledon or some of the shows that they watch on 104 00:04:26,960 --> 00:04:28,640 Speaker 1: TV that again elevates the luxury. 105 00:04:28,800 --> 00:04:31,839 Speaker 3: Yeah, and it's a very holistic exercise. 106 00:04:31,880 --> 00:04:33,000 Speaker 2: So it's not just one thing. 107 00:04:33,120 --> 00:04:35,119 Speaker 1: Is there one thing that you think works better than others? 108 00:04:35,279 --> 00:04:39,000 Speaker 1: Is it the flagship stores that are very you know 109 00:04:39,400 --> 00:04:43,000 Speaker 1: with coffee shops and have a very distinct lifestyle that 110 00:04:43,080 --> 00:04:46,000 Speaker 1: you think people are drawn to more than online. 111 00:04:46,560 --> 00:04:46,800 Speaker 2: Yeah. 112 00:04:46,800 --> 00:04:49,120 Speaker 3: For us, the way we think about it, Francine is 113 00:04:49,200 --> 00:04:51,560 Speaker 3: thirty key cities around the world, So we actually don't 114 00:04:51,600 --> 00:04:53,920 Speaker 3: really look at markets, We look at key cities. In 115 00:04:53,960 --> 00:04:58,240 Speaker 3: each each key city, we want to have a balanced ecosystem, 116 00:04:58,600 --> 00:05:00,880 Speaker 3: start with a flagship store that really is going to 117 00:05:00,880 --> 00:05:03,520 Speaker 3: project the image. Our approach in China, for example, is 118 00:05:03,600 --> 00:05:07,559 Speaker 3: very much driven by the city focus. Establish a strong 119 00:05:07,600 --> 00:05:11,120 Speaker 3: flagship and then build the ecosystem around it. But I 120 00:05:11,960 --> 00:05:14,160 Speaker 3: don't know that I can point to just one intervention. 121 00:05:14,240 --> 00:05:18,160 Speaker 3: I think the transformation of our marketing and storytelling has 122 00:05:18,200 --> 00:05:21,400 Speaker 3: also been quite effected, particularly at recruiting a younger consumer. 123 00:05:21,800 --> 00:05:22,800 Speaker 2: There's one of our priorities. 124 00:05:23,200 --> 00:05:25,280 Speaker 3: It's the hardest, right, which is the hardest because they're 125 00:05:25,320 --> 00:05:28,960 Speaker 3: fickle and they change exactly. And then there's obviously a 126 00:05:29,279 --> 00:05:32,080 Speaker 3: lot of opportunities. And I remember when I started this job, 127 00:05:32,880 --> 00:05:36,960 Speaker 3: I often got the question Patrece's is roth Lauren still relevant? 128 00:05:37,279 --> 00:05:38,600 Speaker 2: Right? Which is a painful. 129 00:05:38,240 --> 00:05:41,920 Speaker 3: Question to listen to, honestly, But we had to some 130 00:05:41,960 --> 00:05:44,880 Speaker 3: extent lost touch with that younger generation. And this company 131 00:05:45,000 --> 00:05:46,880 Speaker 3: is fifty six years old and we expect to hear 132 00:05:46,920 --> 00:05:49,640 Speaker 3: another fifty six years from now, so critical to kind 133 00:05:49,640 --> 00:05:53,359 Speaker 3: of rejuvenate our customer base, and we pivoted our marketing 134 00:05:53,360 --> 00:05:57,920 Speaker 3: to be where that younger consumer is gaming the types 135 00:05:57,960 --> 00:06:02,279 Speaker 3: of sports activation that resonates with them styling the product differently. 136 00:06:02,320 --> 00:06:04,920 Speaker 3: What's very interesting is our white polo shirt, which is 137 00:06:04,960 --> 00:06:07,320 Speaker 3: one of our icons. You had eighty year old men 138 00:06:07,400 --> 00:06:10,720 Speaker 3: wearing it forty year old women wearing it, sixteen year 139 00:06:10,720 --> 00:06:13,440 Speaker 3: old kids wearing it. Same product, but we style it differently. 140 00:06:13,680 --> 00:06:15,599 Speaker 1: And I wonder whether, I mean, is your secret sauce 141 00:06:15,640 --> 00:06:18,480 Speaker 1: also that you're the right lifestyle brand for the right moment, 142 00:06:18,839 --> 00:06:23,960 Speaker 1: because it's not you know, people don't go to culture 143 00:06:24,000 --> 00:06:27,920 Speaker 1: events anymore or less. They have a more relaxed approach 144 00:06:27,920 --> 00:06:29,160 Speaker 1: even when they come to the office. 145 00:06:30,240 --> 00:06:33,120 Speaker 3: Yeah, hopefully more than just this moment, Francine, because we 146 00:06:33,160 --> 00:06:34,840 Speaker 3: want to be here for another fifty years. But I 147 00:06:34,880 --> 00:06:37,440 Speaker 3: do think what Ralph and the teams have been able 148 00:06:37,440 --> 00:06:40,560 Speaker 3: to create over time is indeed that lifestyle proposition that 149 00:06:40,680 --> 00:06:41,359 Speaker 3: is not dependent. 150 00:06:41,360 --> 00:06:42,720 Speaker 2: You know, we're not handbag. 151 00:06:42,360 --> 00:06:44,360 Speaker 3: Experts, or we're not out ofwear experts, or we're not 152 00:06:44,760 --> 00:06:48,680 Speaker 3: sneaker experts. We offer a lifestyle and we offer this 153 00:06:48,800 --> 00:06:51,119 Speaker 3: range of product. And indeed, as we've seen people still 154 00:06:51,160 --> 00:06:53,720 Speaker 3: working from home, partly coming back to the office, going 155 00:06:53,720 --> 00:06:56,680 Speaker 3: back to social events, we have this ability to serve 156 00:06:56,760 --> 00:06:59,400 Speaker 3: you with a more feature driven type of proposition. 157 00:07:00,040 --> 00:07:02,800 Speaker 1: Are we going to the offten hoodies now has worked 158 00:07:02,800 --> 00:07:05,240 Speaker 1: from hope Jesus, I'm going to depend. 159 00:07:05,320 --> 00:07:08,680 Speaker 3: Yes, Maybe it depends which industry you're in. I think 160 00:07:09,279 --> 00:07:11,480 Speaker 3: Ralph Lauren. I haven't seen many people in hoodies, but 161 00:07:11,600 --> 00:07:13,720 Speaker 3: Ralph does come in once in a while in a 162 00:07:13,800 --> 00:07:16,040 Speaker 3: double ral puty or a pull of hoodie. 163 00:07:16,080 --> 00:07:17,480 Speaker 2: But he makes it look beautiful. 164 00:07:17,480 --> 00:07:19,680 Speaker 1: As you can imagine when you look at pricing, you've 165 00:07:19,720 --> 00:07:23,480 Speaker 1: also been able to really elevate the brand by increasing prices. 166 00:07:23,520 --> 00:07:25,640 Speaker 1: Is there a limit to how much you know you 167 00:07:25,680 --> 00:07:28,000 Speaker 1: can increase prices by before it hurts demand? 168 00:07:28,200 --> 00:07:31,880 Speaker 3: Our average unit retail indeed is up about all close 169 00:07:31,920 --> 00:07:34,240 Speaker 3: to eighty percent now since we started on this journey. 170 00:07:34,840 --> 00:07:36,640 Speaker 3: Short answer is, I don't think there's a limit as 171 00:07:36,760 --> 00:07:40,560 Speaker 3: long as we do a good job on elevating the product, 172 00:07:40,800 --> 00:07:44,080 Speaker 3: elevating the storytelling, elevating the environment, making sure that the 173 00:07:44,120 --> 00:07:47,360 Speaker 3: consumer sees the value, and they have so far. Our 174 00:07:47,440 --> 00:07:49,720 Speaker 3: value perception actually are the highest they've been since we've 175 00:07:49,720 --> 00:07:51,960 Speaker 3: been tracking it. But the onus is on us to 176 00:07:52,000 --> 00:07:55,080 Speaker 3: make sure that we are able to provide this consistent 177 00:07:55,160 --> 00:07:57,200 Speaker 3: elevation as the consumer sees it. 178 00:07:57,240 --> 00:07:59,400 Speaker 2: Then that'll support the continued growth of average. 179 00:07:59,160 --> 00:08:01,600 Speaker 1: In a retail Talk to me about China. Yes, so 180 00:08:01,960 --> 00:08:05,040 Speaker 1: China has a huge potential, but it's actually still quite 181 00:08:05,040 --> 00:08:05,920 Speaker 1: a small market for you. 182 00:08:06,120 --> 00:08:07,040 Speaker 2: It is still small for us. 183 00:08:07,120 --> 00:08:10,160 Speaker 3: Yeah, huge short, mid and long term potential for us. 184 00:08:10,160 --> 00:08:12,680 Speaker 3: So it's about six percent of the company today. That's 185 00:08:12,720 --> 00:08:16,520 Speaker 3: double what it was three four years ago, but still 186 00:08:16,560 --> 00:08:19,480 Speaker 3: in absolute quite small when you look at the penetration 187 00:08:19,560 --> 00:08:22,160 Speaker 3: of the Chinese business for some of the best luxury 188 00:08:22,160 --> 00:08:24,800 Speaker 3: players in the industry that are twenty thirty, forty percent. 189 00:08:24,880 --> 00:08:28,080 Speaker 3: So I'm excited about the opportunities on the runway. What's 190 00:08:28,160 --> 00:08:31,800 Speaker 3: really energizing for us in China is how the brand 191 00:08:32,160 --> 00:08:35,720 Speaker 3: is connecting with that younger consumer and that more elevated consumer. 192 00:08:36,040 --> 00:08:38,880 Speaker 3: I mean, we sell oddly enough, but I think it's 193 00:08:38,880 --> 00:08:41,040 Speaker 3: the result of all the elevation work the teams have done. 194 00:08:41,640 --> 00:08:45,880 Speaker 3: Our most elevated products we sell best in China. We 195 00:08:45,960 --> 00:08:48,840 Speaker 3: have the best gender balance, as I believe. You know, 196 00:08:48,920 --> 00:08:52,679 Speaker 3: most of our business historically has been more men. In China, 197 00:08:52,800 --> 00:08:55,959 Speaker 3: it's a good balance men women, and it's a relatively 198 00:08:56,000 --> 00:08:59,000 Speaker 3: young consumer late twenties, early thirties, so it's good. It's 199 00:08:59,000 --> 00:09:00,800 Speaker 3: actually a good example for us for the rest of 200 00:09:00,840 --> 00:09:04,079 Speaker 3: the world. We're being very deliberate in our approach in China. 201 00:09:04,280 --> 00:09:06,920 Speaker 3: So not we could grow faster, but we want to 202 00:09:06,920 --> 00:09:08,520 Speaker 3: do it in a quality way. So We're building the 203 00:09:08,559 --> 00:09:10,960 Speaker 3: brand so that serves us well five years from now, 204 00:09:11,200 --> 00:09:13,439 Speaker 3: ten years, But I'm very excited about it, just more 205 00:09:13,480 --> 00:09:14,760 Speaker 3: generally Asia and China. 206 00:09:15,440 --> 00:09:17,719 Speaker 1: Are you worried that you dilute the brand if you 207 00:09:18,520 --> 00:09:20,360 Speaker 1: become too big in China too quickly? Yes. 208 00:09:20,400 --> 00:09:22,880 Speaker 3: I think the notion of desirability is critical for this 209 00:09:22,960 --> 00:09:26,840 Speaker 3: industry and there is some element of exclusivity that's important 210 00:09:26,880 --> 00:09:28,800 Speaker 3: to support it, and that's the think that's why we 211 00:09:28,840 --> 00:09:30,720 Speaker 3: pulled back in the US where we felt like we 212 00:09:30,760 --> 00:09:35,600 Speaker 3: had over distributed and become to some extent, ubiquity can 213 00:09:35,679 --> 00:09:38,760 Speaker 3: be a challenge in the luxury space. Not to some extent, 214 00:09:38,800 --> 00:09:40,319 Speaker 3: it is a challenge in the luxury space, and you 215 00:09:40,360 --> 00:09:43,160 Speaker 3: want to stay unique and special. That's what we're building 216 00:09:43,200 --> 00:09:45,240 Speaker 3: in markets like China, and even as we look ahead 217 00:09:45,400 --> 00:09:48,280 Speaker 3: markets like India which are promising for the future, being 218 00:09:48,360 --> 00:09:51,720 Speaker 3: very deliberate on planting the right foundation so we can 219 00:09:51,760 --> 00:09:53,720 Speaker 3: build from there with the right image perception. 220 00:09:54,160 --> 00:09:56,320 Speaker 1: So the world is changing. We talk about AI all 221 00:09:56,360 --> 00:09:58,520 Speaker 1: the time. We talk of course about sustainability and the 222 00:09:58,559 --> 00:10:01,320 Speaker 1: need for fashion companies to do more. How much time 223 00:10:01,360 --> 00:10:03,240 Speaker 1: do you spend thinking about sustainability? 224 00:10:03,400 --> 00:10:04,760 Speaker 2: A lot? And I'll tell you. 225 00:10:04,800 --> 00:10:08,920 Speaker 3: Why go back to our conversation on purpose earlier inspire 226 00:10:09,000 --> 00:10:11,640 Speaker 3: the dream of better life through timelessness. 227 00:10:12,480 --> 00:10:14,280 Speaker 2: And authentic style. 228 00:10:14,720 --> 00:10:17,880 Speaker 3: Timelessness and sustainability go together, right. You can't expect to 229 00:10:17,880 --> 00:10:20,960 Speaker 3: be timeless if we're run out of resources. So for me, 230 00:10:21,640 --> 00:10:26,480 Speaker 3: sustainability is not a side activity. It's not a reaction 231 00:10:26,600 --> 00:10:27,560 Speaker 3: to external pressure. 232 00:10:27,600 --> 00:10:29,520 Speaker 2: It's core to who we are, what. 233 00:10:29,440 --> 00:10:32,640 Speaker 3: We stand for, and to a very strong extent, it's 234 00:10:32,679 --> 00:10:34,160 Speaker 3: about future proofing our business. 235 00:10:34,760 --> 00:10:34,920 Speaker 2: Right. 236 00:10:35,240 --> 00:10:38,319 Speaker 3: You need to focus on sustainability to recruit more and more. 237 00:10:38,520 --> 00:10:41,640 Speaker 3: That younger consumer we're talking about, they want to work 238 00:10:41,679 --> 00:10:43,800 Speaker 3: for companies that care about this planet, that do more 239 00:10:43,840 --> 00:10:47,480 Speaker 3: than just kind of generate revenue and profit. You need 240 00:10:47,520 --> 00:10:51,120 Speaker 3: sustainability to attract consumers more and more, including that younger consumer. 241 00:10:51,160 --> 00:10:54,480 Speaker 3: They care deeply about what are you doing differently? Are 242 00:10:54,480 --> 00:10:57,240 Speaker 3: you making it different? Investors, particularly in Europe, more and 243 00:10:57,320 --> 00:11:00,320 Speaker 3: more place value and what you're doing in sustainability. Many 244 00:11:00,360 --> 00:11:02,679 Speaker 3: of our partners have expectations on sustainability. 245 00:11:02,800 --> 00:11:06,640 Speaker 1: What does that look like for a luxury lifestyle company? 246 00:11:07,040 --> 00:11:08,840 Speaker 2: So for us, it's multi dimensional. 247 00:11:11,120 --> 00:11:13,760 Speaker 3: Right now, we're cutting a lot of emphasis on circularity 248 00:11:14,120 --> 00:11:17,560 Speaker 3: and I actually think if we're able to shift the 249 00:11:18,000 --> 00:11:21,319 Speaker 3: business model in fashion from linear to circular. That's probably 250 00:11:21,320 --> 00:11:23,400 Speaker 3: one of the biggest changes we can make that has 251 00:11:23,400 --> 00:11:26,559 Speaker 3: the greatest impact. Now, obviously that's a total ecosystem you 252 00:11:26,640 --> 00:11:29,600 Speaker 3: have to impact, but it's to give you examples. It's 253 00:11:29,840 --> 00:11:33,120 Speaker 3: innovating how we design. So we've just launched the first 254 00:11:33,120 --> 00:11:37,520 Speaker 3: cradle to cradle certified cashmere sweater. It's innovating in materials, 255 00:11:37,600 --> 00:11:40,400 Speaker 3: it's innovating in with the processors. There's a company called 256 00:11:40,480 --> 00:11:42,880 Speaker 3: River Soo in Italy, for example, that helps us with 257 00:11:42,960 --> 00:11:46,880 Speaker 3: recycling cashmere. And then it's leveraging industry scale because I 258 00:11:46,920 --> 00:11:49,160 Speaker 3: think in sustainability we can't go it alone. 259 00:11:49,400 --> 00:11:51,800 Speaker 1: But do you sell differently to the Chinese that than 260 00:11:51,840 --> 00:11:55,360 Speaker 1: you do to the American consumers in terms of lifestyle 261 00:11:55,440 --> 00:11:57,840 Speaker 1: or is it still similar lifestyle? 262 00:11:57,960 --> 00:12:00,640 Speaker 3: I think the fundamentals of our lifestyle in the different 263 00:12:01,120 --> 00:12:03,920 Speaker 3: movies that that we showcase, different stories that we tell, 264 00:12:03,920 --> 00:12:07,839 Speaker 3: are pretty consistent, if anything, just in the way that 265 00:12:07,960 --> 00:12:11,520 Speaker 3: consumers kind of dress and engage with fashion brands. 266 00:12:12,400 --> 00:12:13,120 Speaker 2: On average. 267 00:12:13,200 --> 00:12:15,760 Speaker 3: This is a generalization, but on average, the Chinese consumer, 268 00:12:15,880 --> 00:12:18,600 Speaker 3: just like the Japanese or Koream consumer, tends to be 269 00:12:18,679 --> 00:12:22,240 Speaker 3: more elevated and sophisticated in the types of styles that 270 00:12:22,280 --> 00:12:25,760 Speaker 3: they put together so that informs parts of our buy 271 00:12:25,840 --> 00:12:27,600 Speaker 3: and our product, but fundamentally well. 272 00:12:27,600 --> 00:12:30,880 Speaker 1: More innovative, more it's it's not necessarily more edgy, it's more. 273 00:12:30,800 --> 00:12:34,839 Speaker 3: Labor it's more luxurious. Yeah, it's actually more elevated and 274 00:12:35,120 --> 00:12:35,760 Speaker 3: more of the jurious. 275 00:12:36,200 --> 00:12:38,160 Speaker 1: What's amazing is also there seems to be a trend 276 00:12:38,160 --> 00:12:39,920 Speaker 1: and you may may be one of the first ones 277 00:12:40,120 --> 00:12:43,640 Speaker 1: to you know, get chief executives from parts of the 278 00:12:43,679 --> 00:12:47,240 Speaker 1: industry that aren't luxury and fashion, that were actually consumer products. 279 00:12:48,000 --> 00:12:51,320 Speaker 1: Is there a parallel? Do you know, do consumer products 280 00:12:51,400 --> 00:12:53,680 Speaker 1: chief executives do better than luxury? 281 00:12:54,800 --> 00:12:56,520 Speaker 2: Oh that's a big statement. I'm not going to answer 282 00:12:56,520 --> 00:12:59,840 Speaker 2: that question directly. You know, this trend started in beauty. 283 00:12:59,840 --> 00:13:02,880 Speaker 3: If you kind of rewind the tapes, beauty is where 284 00:13:02,880 --> 00:13:06,520 Speaker 3: you started to see CpG consumer A professionals kind of 285 00:13:06,520 --> 00:13:09,120 Speaker 3: come in first, and now we're seeing that in the 286 00:13:09,160 --> 00:13:13,920 Speaker 3: fashion world. I think at the end of the day, 287 00:13:14,000 --> 00:13:16,640 Speaker 3: success in this industry is getting the balance right between 288 00:13:16,640 --> 00:13:20,120 Speaker 3: magic and logic. And so obviously the fashion industry, the 289 00:13:20,120 --> 00:13:23,480 Speaker 3: creative leaders have the magic, there's an optionality to bring 290 00:13:23,520 --> 00:13:27,560 Speaker 3: a higher level of logic without diluting the magic. And 291 00:13:27,600 --> 00:13:30,600 Speaker 3: I think what people from the consumer goods industry bring 292 00:13:30,720 --> 00:13:33,200 Speaker 3: are great focus on the consumer. 293 00:13:33,760 --> 00:13:35,160 Speaker 2: Understanding the consumer now, I. 294 00:13:35,080 --> 00:13:40,480 Speaker 3: Think where you get successes, designer vision, customer needs come together, 295 00:13:40,559 --> 00:13:41,520 Speaker 3: and then that's. 296 00:13:41,320 --> 00:13:43,320 Speaker 2: Where things get explosive. 297 00:13:43,520 --> 00:13:49,400 Speaker 3: So great understanding the consumer, more data, more experience, leveraging 298 00:13:49,480 --> 00:13:52,320 Speaker 3: data and decision making. Again, there's an element of intuition 299 00:13:52,440 --> 00:13:55,640 Speaker 3: that needs to be protected, but that can be supplemented 300 00:13:55,640 --> 00:13:56,080 Speaker 3: by data. 301 00:13:56,120 --> 00:13:58,200 Speaker 1: What's the ideal algorithm to where to put a store? 302 00:13:58,400 --> 00:14:01,199 Speaker 2: It's confidential. I can't tell you. 303 00:13:59,679 --> 00:14:01,839 Speaker 1: You'd have to kill me. 304 00:14:02,280 --> 00:14:03,760 Speaker 2: I would have to know I wouldn't do that, but 305 00:14:04,000 --> 00:14:06,000 Speaker 2: that we do look at. We do look at a. 306 00:14:06,040 --> 00:14:10,200 Speaker 3: Number of metrics, whether that's obviously consumer profile, whether that's 307 00:14:10,240 --> 00:14:13,400 Speaker 3: competitive environment, whether that's the type of products that are 308 00:14:13,400 --> 00:14:15,760 Speaker 3: being sold sold in the area. And then the last 309 00:14:15,760 --> 00:14:17,800 Speaker 3: thing I would point to is operational discipline. I mean, 310 00:14:17,800 --> 00:14:21,200 Speaker 3: these are complex businesses, right, We develop a lot of 311 00:14:21,160 --> 00:14:25,200 Speaker 3: scues every year, complex supply chains, and I think what 312 00:14:25,280 --> 00:14:27,440 Speaker 3: you learn in the consumer goods industry is how to 313 00:14:27,520 --> 00:14:32,640 Speaker 3: run pretty rigorous and discipline supply chains and just general 314 00:14:32,800 --> 00:14:35,840 Speaker 3: operation operations. And a lot of these electric companies now 315 00:14:35,880 --> 00:14:39,680 Speaker 3: are five, ten, fifteen, twenty billion dollars. Right, the level 316 00:14:39,720 --> 00:14:41,960 Speaker 3: of complexity requires great expertise there. 317 00:14:42,400 --> 00:14:45,040 Speaker 1: How do you choose celebrities and influencers? Again, when you 318 00:14:45,080 --> 00:14:47,200 Speaker 1: look at the you know you used to say, you said, 319 00:14:47,320 --> 00:14:50,280 Speaker 1: we used to rely on magazines, every threats changed. So 320 00:14:50,440 --> 00:14:54,960 Speaker 1: are consumers more influenced by, you know, by influencers and 321 00:14:54,960 --> 00:14:56,000 Speaker 1: celebrities and use I. 322 00:14:55,960 --> 00:14:59,840 Speaker 3: Think influencers has always been part of the business, whether 323 00:15:00,000 --> 00:15:02,400 Speaker 3: it's the fashion industry or other spaces, but it was 324 00:15:02,400 --> 00:15:03,080 Speaker 3: more controlled. 325 00:15:03,400 --> 00:15:04,240 Speaker 1: Is that the difference? 326 00:15:05,040 --> 00:15:08,400 Speaker 3: I think it was more You're right, it was less spokespeople, 327 00:15:09,440 --> 00:15:11,440 Speaker 3: and now you have a much broader palette. 328 00:15:12,200 --> 00:15:14,239 Speaker 2: For us, what's critical is authenticity. 329 00:15:15,320 --> 00:15:18,000 Speaker 3: So the concept of I'm going to write you a 330 00:15:18,000 --> 00:15:20,480 Speaker 3: big check frend set today and you're going to talk 331 00:15:20,520 --> 00:15:23,240 Speaker 3: about us, and then tomorrow you're going to show up 332 00:15:23,240 --> 00:15:25,680 Speaker 3: on a competitive brand because you got another big check, 333 00:15:26,360 --> 00:15:27,880 Speaker 3: that's We're not interested in that. 334 00:15:28,640 --> 00:15:30,680 Speaker 2: We want people who have an authentic relationship. 335 00:15:31,720 --> 00:15:34,440 Speaker 1: What's next for Ralph Loren? Are you going to focus 336 00:15:34,480 --> 00:15:37,680 Speaker 1: on sleepwear? Are there other parts that you think you 337 00:15:37,720 --> 00:15:38,560 Speaker 1: can grow a lot more? 338 00:15:38,640 --> 00:15:38,840 Speaker 2: Yeah. 339 00:15:38,840 --> 00:15:41,200 Speaker 3: What's amazing with this brand and what Rob has created 340 00:15:41,320 --> 00:15:43,760 Speaker 3: is we can actually enter a lot of spaces with 341 00:15:43,960 --> 00:15:46,320 Speaker 3: with automatic credibility. Look, we are one of the hottest 342 00:15:46,400 --> 00:15:47,360 Speaker 3: restaurants in New. 343 00:15:47,280 --> 00:15:48,720 Speaker 2: York with the Polar Bar. 344 00:15:48,880 --> 00:15:50,880 Speaker 3: We're looking for an opportunity for us to open one 345 00:15:50,920 --> 00:15:54,320 Speaker 3: here in London. But that isn't that that's a part 346 00:15:54,320 --> 00:15:56,920 Speaker 3: of our ecosystem, is not a core priority for us. 347 00:15:57,320 --> 00:15:59,400 Speaker 2: Next spaces for us are winning with women. 348 00:16:00,600 --> 00:16:03,560 Speaker 3: As I mentioned earlier, or his business historically has been 349 00:16:03,640 --> 00:16:07,760 Speaker 3: driven by men. Today, fifty six percent of our customers 350 00:16:07,800 --> 00:16:10,160 Speaker 3: are actually women on our website. In our stores, they 351 00:16:10,200 --> 00:16:13,600 Speaker 3: represent less than thirty percent of our business. So that's 352 00:16:13,640 --> 00:16:15,680 Speaker 3: a massive opportunity for us. And I think as we 353 00:16:16,240 --> 00:16:19,240 Speaker 3: get to her, understand her better, develop the right products 354 00:16:19,240 --> 00:16:21,920 Speaker 3: for her, present the products in a way that resonates 355 00:16:21,960 --> 00:16:23,360 Speaker 3: with her, which may not be the same way as 356 00:16:23,360 --> 00:16:27,080 Speaker 3: for men. That's a big opportunity for us. Handbags is 357 00:16:27,080 --> 00:16:29,800 Speaker 3: an area as part of kind of completing the style. 358 00:16:29,560 --> 00:16:30,840 Speaker 2: For women is an area. 359 00:16:31,080 --> 00:16:33,880 Speaker 3: And then we're looking into home and I actually think, 360 00:16:33,880 --> 00:16:36,520 Speaker 3: if you, if you reflect on Ralph's approach to this 361 00:16:36,720 --> 00:16:39,960 Speaker 3: space again, he creates these environments, creates these world you 362 00:16:39,960 --> 00:16:43,360 Speaker 3: can really picture how that translates into home. So that's 363 00:16:43,360 --> 00:16:45,640 Speaker 3: an area of growth for us, you know, longer term. 364 00:16:45,640 --> 00:16:48,960 Speaker 3: But I'm actually pretty excited about the perspectives there the metaverse. 365 00:16:49,280 --> 00:16:51,640 Speaker 1: Yes, are you excited about the metaverse? I don't need 366 00:16:51,680 --> 00:16:53,200 Speaker 1: I mean I was, and then I think now we 367 00:16:53,280 --> 00:16:55,600 Speaker 1: talk about AI storms for gun, You're right, the. 368 00:16:55,520 --> 00:16:58,400 Speaker 2: Media headlines have moved on, but the consumer has not, which. 369 00:16:58,160 --> 00:16:59,920 Speaker 1: Is actually very Are you investing in the metal. 370 00:17:00,040 --> 00:17:00,960 Speaker 2: We are investing in the area. 371 00:17:01,240 --> 00:17:03,280 Speaker 3: It follows the principle I talked about earlier, which is 372 00:17:03,280 --> 00:17:05,159 Speaker 3: we want to be where our consumers, that's where the 373 00:17:05,200 --> 00:17:07,240 Speaker 3: younger population is, that's where they want to engage with 374 00:17:07,240 --> 00:17:09,600 Speaker 3: brands like us. We want to play a leadership role there. 375 00:17:09,600 --> 00:17:10,760 Speaker 3: And I'm excited about what we were doing. 376 00:17:10,800 --> 00:17:13,640 Speaker 2: We got partnership with Fortnite, so important space for us. 377 00:17:14,200 --> 00:17:16,720 Speaker 1: A partnership with Fortnite. I mean you don't do you 378 00:17:16,800 --> 00:17:17,240 Speaker 1: dress them? 379 00:17:17,320 --> 00:17:19,639 Speaker 3: Yeah, you could buy your skin you play on Fortnite, 380 00:17:20,440 --> 00:17:23,000 Speaker 3: you can actually dress your player in the roth Laorn skin, 381 00:17:23,680 --> 00:17:25,720 Speaker 3: and we've actually done there's some really cool boots that 382 00:17:25,760 --> 00:17:28,159 Speaker 3: we developed that you can dress your player with, but 383 00:17:28,200 --> 00:17:30,600 Speaker 3: we've actually done the physical version of. 384 00:17:30,520 --> 00:17:32,920 Speaker 1: Them as which was that quite a gamble, I mean 385 00:17:33,160 --> 00:17:37,399 Speaker 1: going into you know, it's brave, so it paid off. 386 00:17:37,560 --> 00:17:41,720 Speaker 3: It could have backfired, true, But here's where I go 387 00:17:41,960 --> 00:17:43,240 Speaker 3: back to the roots of this company. 388 00:17:43,760 --> 00:17:44,960 Speaker 2: Ralph started with a tie. 389 00:17:46,640 --> 00:17:48,439 Speaker 3: We could be here fifty six years later being the 390 00:17:48,440 --> 00:17:52,440 Speaker 3: market leader globally of Ties. Part of the DNA of 391 00:17:52,480 --> 00:17:56,879 Speaker 3: this company is trying things, innovating, expanding, experimenting. 392 00:17:57,400 --> 00:17:59,280 Speaker 2: So we're just staying true to that. 393 00:18:00,000 --> 00:18:02,600 Speaker 3: And you know, I always talk about the fact that 394 00:18:02,960 --> 00:18:05,600 Speaker 3: the only failure is a failure of learning. So even 395 00:18:05,600 --> 00:18:08,119 Speaker 3: if we've tried and we bomb, as long as we 396 00:18:08,200 --> 00:18:11,080 Speaker 3: capture the learnings and reapply them elsewhere, it was a success. 397 00:18:11,240 --> 00:18:13,399 Speaker 1: Patis what are you like as a leader risk taker? 398 00:18:14,160 --> 00:18:17,760 Speaker 3: I think the people if you ask them throughout my 399 00:18:17,800 --> 00:18:21,359 Speaker 3: career how they would describe me, they would say servant leader. 400 00:18:21,840 --> 00:18:24,439 Speaker 3: I really believe in the fact that my job is 401 00:18:24,480 --> 00:18:26,800 Speaker 3: to set the team up a success and create the 402 00:18:26,800 --> 00:18:28,920 Speaker 3: conditions for people to leverage their full potential. 403 00:18:29,080 --> 00:18:33,080 Speaker 2: If I do that well, I'll be fine. I think 404 00:18:33,080 --> 00:18:34,120 Speaker 2: people would say. 405 00:18:35,880 --> 00:18:40,159 Speaker 3: Listener, or there's this great quote from a Greek philosopher's 406 00:18:40,200 --> 00:18:43,560 Speaker 3: like we have two ears and one mouth, and there's 407 00:18:43,560 --> 00:18:47,320 Speaker 3: a reason for that. People who say I'm a learner 408 00:18:48,160 --> 00:18:50,720 Speaker 3: and constant learning and actually rough as an incredible. 409 00:18:50,280 --> 00:18:52,960 Speaker 2: Inspiration because you know, based. 410 00:18:52,680 --> 00:18:54,760 Speaker 3: On where he is at this stage in life, is 411 00:18:54,800 --> 00:18:58,520 Speaker 3: constantly learning, and I use that as inspiration. I am 412 00:18:59,119 --> 00:19:01,960 Speaker 3: a measured risk taker. I would say I am not 413 00:19:02,040 --> 00:19:06,919 Speaker 3: a swing for the fence risk taker, but I believe 414 00:19:06,960 --> 00:19:10,000 Speaker 3: in innovating, experimenting and trying new things. And I think 415 00:19:10,000 --> 00:19:12,800 Speaker 3: that's you feel that energy inside the company today. I 416 00:19:12,840 --> 00:19:15,919 Speaker 3: love that spirit of just trying things and again learning. 417 00:19:16,680 --> 00:19:19,359 Speaker 1: What's a good day in the Louver world? So how 418 00:19:19,359 --> 00:19:20,320 Speaker 1: do you measure success? 419 00:19:20,960 --> 00:19:21,879 Speaker 2: A good day? For me? 420 00:19:22,680 --> 00:19:24,640 Speaker 3: Where I get the greatest energy and excitement is time 421 00:19:24,680 --> 00:19:26,160 Speaker 3: in the stores with our team. 422 00:19:26,440 --> 00:19:28,600 Speaker 1: Would you do und No? 423 00:19:28,640 --> 00:19:31,880 Speaker 2: I try to hold myself from doing that. It's very tempting, 424 00:19:31,920 --> 00:19:33,919 Speaker 2: but I try to avoid doing that. 425 00:19:34,119 --> 00:19:34,199 Speaker 1: No. 426 00:19:34,320 --> 00:19:37,199 Speaker 3: I just listened to the stories that our teams tell me, 427 00:19:37,400 --> 00:19:40,760 Speaker 3: both in terms of how they're engaging with customers, what 428 00:19:40,840 --> 00:19:43,160 Speaker 3: we could do better in terms of the brand and product, 429 00:19:43,240 --> 00:19:45,560 Speaker 3: and then also how they're building culture within their stores. 430 00:19:45,720 --> 00:19:48,440 Speaker 3: And you're committed to the UK, very committed to the UK, 431 00:19:48,520 --> 00:19:52,320 Speaker 3: second biggest market for the company, historical market for us 432 00:19:52,920 --> 00:19:54,600 Speaker 3: and great source of inspiration for Ralph. 433 00:19:54,680 --> 00:19:56,280 Speaker 2: So this market's very important to us. 434 00:19:56,400 --> 00:19:59,119 Speaker 1: Okay, worse still in the office, did. 435 00:19:59,000 --> 00:19:59,960 Speaker 2: You have that a lot? 436 00:20:00,040 --> 00:20:02,040 Speaker 3: Obviously, when the numbers aren't coming through the way you'd 437 00:20:02,040 --> 00:20:04,480 Speaker 3: like them to come in, that that never feels very good, right, 438 00:20:04,960 --> 00:20:08,400 Speaker 3: But that's welcome to life in the business world when 439 00:20:08,440 --> 00:20:10,399 Speaker 3: we're not able to get the balance right between the 440 00:20:10,440 --> 00:20:14,400 Speaker 3: magic and the logic and the groups are not communicating well, 441 00:20:14,600 --> 00:20:16,760 Speaker 3: and that obviously can be frustrating. 442 00:20:17,000 --> 00:20:18,879 Speaker 2: The fashion industry. One of the lovely things about it 443 00:20:18,920 --> 00:20:19,600 Speaker 2: is it's very emotional. 444 00:20:19,680 --> 00:20:21,960 Speaker 3: One of the challenging things about it is just very emotional, 445 00:20:22,480 --> 00:20:24,840 Speaker 3: and so it's managing people's emotions. 446 00:20:25,359 --> 00:20:27,840 Speaker 1: Were you surprised that, even in this cost of living crisis, 447 00:20:27,880 --> 00:20:31,320 Speaker 1: actually luxury it just you know, does so well. 448 00:20:32,080 --> 00:20:34,960 Speaker 3: Listen, I think people need to dream, right when when 449 00:20:35,240 --> 00:20:38,320 Speaker 3: the environment is more challenging and people still need to dream, 450 00:20:38,600 --> 00:20:40,399 Speaker 3: they need to They need someone who's going to give 451 00:20:40,440 --> 00:20:41,880 Speaker 3: them hope and bring optimism. 452 00:20:41,920 --> 00:20:44,880 Speaker 2: And I think that's what the best luxury companies do. Well. 453 00:20:45,160 --> 00:20:46,399 Speaker 1: Where will you be in five years? 454 00:20:46,680 --> 00:20:49,160 Speaker 3: I mean, we're on an exciting journey right now as 455 00:20:49,200 --> 00:20:53,919 Speaker 3: a firm, both in terms of expansion geographically, will be 456 00:20:53,960 --> 00:20:58,959 Speaker 3: stronger in Asia, will we'll have established a good presence 457 00:20:58,960 --> 00:21:03,919 Speaker 3: in India, will be better distributed across Europe, will be 458 00:21:04,119 --> 00:21:06,120 Speaker 3: more present in the west of the US, because. 459 00:21:05,880 --> 00:21:07,360 Speaker 2: That's actually a big white space for us. 460 00:21:07,440 --> 00:21:10,400 Speaker 3: I think you'll see our women's business to be more 461 00:21:10,440 --> 00:21:13,760 Speaker 3: and more successful and larger than. 462 00:21:12,880 --> 00:21:13,639 Speaker 2: What it is today. 463 00:21:14,080 --> 00:21:15,679 Speaker 3: And then what I hope is that I'm still at 464 00:21:15,680 --> 00:21:17,879 Speaker 3: the Helm, working closely with Ralph to bring dreams to 465 00:21:17,960 --> 00:21:19,440 Speaker 3: life for all of our consumers. 466 00:21:19,040 --> 00:21:19,520 Speaker 2: Around the world. 467 00:21:19,600 --> 00:21:21,080 Speaker 1: But Tays, thank you so much for joining us. 468 00:21:21,080 --> 00:21:22,159 Speaker 2: Thank you very much, Trenty