Question · Q2 2026
Brooke Roach asked for a deeper dive into Ralph Lauren's strategic actions to engage the North America value-oriented consumer this holiday season, given the company's conservative approach, and what the plan is if the consumer weakens further.
Answer
Justin Picicci, CFO, highlighted the brand's broad-based momentum and resilience in navigating tough environments. He emphasized flexibility in price architecture for targeted engagement with value-oriented customers in wholesale and outlets without compromising broader brand guardrails. Picicci stressed a laser focus on providing a compelling price-value proposition through sharpened marketing and analytics. Patrice Louvet, CEO, added that storytelling is designed to appeal broadly, including to value-sensitive consumers, and that North America teams are emphasizing better segmentation. He noted that the product strategy, combining core icons and high-potential categories, resonates across all consumer segments.