Ralph Lauren China sales surge 50% as CEO notes style shift

On August 10, American fashion and luxury brand Ralph Lauren revealed its first-quarter fiscal year 2024 results, surpassing analysts’ predictions of a minor revenue decline in the initial quarter.

The company’s overall net income experienced a slight rise of 0.4% to 1.497 million USD. More notably, its Chinese market exhibited remarkable performance with over a 50% year-on-year surge. This surge in sales, which can be likely attributed to the post-pandemic demand uptick, has propelled its Asia revenue to a 13% year-on-year increase to 378 million USD.

Ralph Lauren’s performance for the quarter was highlighted by the execution of their strategic growth plan, “Next Great Chapter: Accelerate”.

One of the pillars outlined in this new plan includes “Elevating and Revitalizing Lifestyle Brands”. To do this, Ralph Lauren observed momentum in consumer metrics, driven by luxury and value perception growth, along with the engagement of shoppers through key brand moments. Such moments include high-profile appearances in Ralph Lauren gowns and other promotions in Asia.

As for product development and expansion, the company’s direct-to-consumer network’s average unit retail sales surged by 15%, reflecting the success of its approach so far. Core businesses also witnessed positive growth in constant currency, especially in categories like womenswear, outerwear, and home products.

Ralph Lauren CEO Patrice Louvet expressed optimism for the brand’s future despite the volatile market environment, highlighting the company’s focus on core consumers and the transition towards more sophisticated casual styles in a post-pandemic market. Although its stock dipped slightly following the earnings report, Ralph Lauren Corp’s overall financial performance for the quarter showed positive gross margin growth driven by factors such as retail expansion, favourable mix shifts, and lower freight rates.

All in all, Ralph Lauren Corp’s Q1 2024 results showcased its strong performance, marked by growth in the Chinese market and strategic initiatives that propelled its iconic brands to consumers across the globe.


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