{
  "docId": "019dd923-5de0-76bd-a16a-3daf99bdaba2",
  "docSlug": "d226a513f9a7a03c",
  "documentTitle": "The State of Fashion 2025",
  "authorId": "McKinsey",
  "authorName": "McKinsey",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 69,
  "pageCount": 154,
  "prevPage": 68,
  "nextPage": 70,
  "slideType": "case_study",
  "function": "illustrate_case",
  "density": "dense",
  "nDataPoints": 2,
  "notes": "Features a photo of CEO Patrice Louvet and discusses the 'Ralph's World' brand concept.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "headshot"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16a-3daf99bdaba2/69",
  "deckHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2#slide-69",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "The all-encompassing concept that has served as the linchpin of a strategy to elevate the brand's image, allowing it to expand into high-margin categories such as outerwear and handbags while still selling plenty of polo shirts.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-2e38-7248-a641-2c51eb8d171c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.35,
        "x": 0.61,
        "y": 0.125
      },
      "kind": "image",
      "text": "Patrice Louvet",
      "attrs": null,
      "subkind": "headshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f9b09cf0-ce5a-447f-8679-cd3ab0acd401",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.9,
        "x": 0.05,
        "y": 0.61
      },
      "kind": "paragraph",
      "text": "Plenty of brands talk about world building, but few are as committed to the concept as Ralph Lauren, which recently recreated its Polo Bar restaurant at a Hamptons estate to wine and dine guests attending its latest fashion show. It was one of the showier bits of “Ralph’s world,” the all-encompassing concept that has served as the linchpin of a strategy to elevate the brand’s image, allowing it to expand into high-margin categories such as outerwear and handbags while still selling plenty of polo shirts. The goal is to make sure that, however customers come into Ralph’s world, they feel like they’re getting good value for their investment. Consumers appear to be on board: Ralph Lauren’s stores are busy, even as the average price of the goods sold in them has risen over 70 percent since 2018. So are investors — the company’s stock hit an all-time high in October 2024. But the elevation project now faces its greatest test yet, as shoppers around the world demonstrate fatigue with spiralling prices and China’s sluggish economy clouds the outlook for a once-promising market. As it navigates the turbulence, Ralph Lauren is doubling down on its storytelling and leaning into the core products that have given the brand its longevity.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8e82f2bd-580a-4ebd-bfd1-dff074da96df",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.5,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "paragraph",
      "text": "The 57-year-old brand devoted recent years to pitching shoppers on the idea of “Ralph’s World,” a preppy wonderland that anyone can visit for the price of a polo shirt (or a linen suit, or a $100,000 watch). CEO Patrice Louvet explains why that’s set up the brand for success even at a time when consumers are rebelling against higher prices.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9797afa3-651d-4855-b07e-333f664defe5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.5,
        "x": 0.05,
        "y": 0.07
      },
      "kind": "title",
      "text": "Ralph Lauren: Selling a Dream at Every Price",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f3e5824f-3a8a-4516-accb-a88538e36b89",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 154,
      "from": 20,
      "beatId": "54b19f34-d2fb-4a44-bbd4-baec035a1a11",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution (Provide relief)",
      "beatSlug": "problem-agitate-solution-solution-provide-relief",
      "evidence": "The document provides solutions and recommendations for fashion brands to address these challenges and succeed in 2025.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}