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Fortune
Fortune
Peter Vanham

How the CEO of Ralph Lauren got the company through the 'boiled frog phenomenon' of going too wide, too cheap

Patrice Louvet Ralph Lauren Fortune Jaimi Joy
Photo: Patrice Louvet, chief executive officer of Ralph Lauren Corp., following an interview in London, UK, on Thursday, July 10, 2025. Louvet said demand for its signature clothing such as cable-knit sweaters remains strong, even as the fashion industry is buffeted by tariffs and an economic slowdown. Photographer: Jaimi Joy/Bloomberg via Getty Images (Credit: Jaimi Joy—Bloomberg via Getty Images)
  • In today’s CEO Daily: Peter Vanham talks to Ralph Lauren CEO Patrice Louvet. 
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  • Analyst notes from JPMorgan on OpenAI, Deutsche Bank on inflation, and Macquarie on the Fed split.
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Most 20-something trendsetters don’t own a sailboat, a tasteful cottage on Nantucket, or even a pony-emblazoned Polo shirt. But under CEO Patrice Louvet, Ralph Lauren is still enticing young people into its orbit. To familiarize the TikTok generation with the Ralph Lauren lifestyle, the company now operates 35 “Ralph’s Coffee” store-in-stores. “It’s an amazing platform to get in touch with younger consumers,” Louvet said. “For 20-year-old women […] it’s the first engagement with the brand.”

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