Question · Q3 2026
Michael Binetti questioned whether the strategic pullback in European outlet promotions was a Q3-only intervention, and sought clarification on why Europe's segment margins were down despite reduced promotions, asking about the impact of increased marketing investments.
Answer
Justin Picicci, CFO, clarified that Europe's segment margin was pressured by increased marketing investment, which is yielding strong returns. He emphasized that refining promotions and discounts is a continuous brand elevation strategy across all regions, not limited to Q3 or Europe, with further runway for refinement. Patrice Louvet, President and CEO, added that the increased marketing in Europe is focused on expanding activations across key cities, with positive results.
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