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Luxury Briefing: Ralph Lauren is putting no ceiling on selling the marketing dream

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Luxury Briefing: Ralph Lauren is putting no ceiling on selling the marketing dream

This week, Ralph Lauren makes the case for spending more on the dream, Coach swaps Black Friday doorbusters for limited-edition bags, and a new Reddit report reveals what shoppers ask when they’re not sure luxury is worth the money. Plus, another creative departure at Kering, and America’s expanding luxury shopping map. Finally, luxury brands’ Christmas campaigns have started dropping. What did you think of them? Send me your favorites, and any that left you cold: zofia@glossy.co.

“8.6 is not the ceiling,” Ralph Lauren CEO Patrice Louvet told analysts on Thursday during its second-quarter earnings call, referring to the percentage of quarterly sales invested in marketing. The company is increasing spending as it heads into the holidays, using events, collectors and gifting to recruit customers while navigating a tougher European market.

“We’re in the dreams business. We’re in the storytelling — so marketing is a core element of our business,” Louvet said on the earnings call.

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