"If you've been scrolling through social media lately, you won't have escaped the plaid trimmings, pine garlands and rich red ribbons, all warmed by the glow of a roaring fire. Welcome to "Ralph Lauren Christmas." The aesthetic, which demonstrates how to create Ralph Lauren Corp. 's signature style for the holidays, has been trending recently, sending the brand's visibility soaring."
"Social media narratives take inspiration not just from how we dress but also how we feel. In uncertain times - particularly over the holidays - we often take comfort from the traditions of the past. Add in the old money vibe of quiet luxury, which might be in its final throes of popularity but refuses to disappear, and searches for "Ralph Lauren inspired Christmas" on Pinterest are up 3,000 percent in the four weeks to Nov. 15 compared with the year earlier."
"So, how did the company position itself for this moment in the viral sun? Under chief executive officer Patrice Louvet, who took the reins in 2017 - and of course its eponymous founder, who remains actively involved - Ralph Lauren has moved closer to the European luxury houses such as LVMH Moet Hennessy Louis Vuitton SE. It's done so by taking its image upmarket and cutting back on selling through less chichi retailers."
Ralph Lauren's holiday look features plaid trimmings, pine garlands, rich red ribbons and cozy fireplace imagery that has become widely shared on social media under the 'Ralph Lauren Christmas' aesthetic. The company has spent years refining its image and product assortment, aligning with a resurgent preppy trend and demand for staples like cable-knit sweaters, blazers, rugby shirts and quarter-zip tops. Nostalgia and comfort-driven holiday sentiment have amplified interest, and searches for 'Ralph Lauren inspired Christmas' on Pinterest surged 3,000 percent year-over-year in a recent four-week period. Executive leadership has repositioned the label upmarket and scaled back lower-tier retail placements to emphasize a luxury orientation.
Read at The Business of Fashion
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