Fashion’s Old Guard Is Racing To Figure Out How To Be Cool Enough For Gen Z [Forbes]
Procter & Gamble Company (The) (PG)
Last procter & gamble company (the) earnings: 4/17 07:00 am
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Source: Forbes
Fashion’s Old Guard Is Racing To Figure Out How To Be Cool Enough For Gen Z Patrice Louvet, chief executive of designer label Ralph Lauren, wants the luxury brand to figure out how to reach consumers like his 19-year-old daughter. “She discovers brands on Snapchat, Instagram and TikTok,” Louvet said at the WWD Apparel + CEO Summit in New York this week. “She is different from prior generations. We have to be in touch with these platforms and to engage with customers like (her). … There’s clearly a disruption in the way consumers are interacting with brands.” In August, Ralph Lauren, in a move Louvet described as the first among luxury companies, unveiled an ad campaign on TikTok, the short-form video app popular with Gen Z. In late October, the designer introduced a curated collection of vintage items through a collaboration with Depop, a fashion resale app “with the cult Gen Z following,” in the company’s words. “We want to be where our consumers want to shop us, from a brand engagi
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