{ "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": 71, "pageCount": 154, "prevPage": 70, "nextPage": 72, "slideType": "testimonial", "function": "illustrate_case", "density": "overcrowded", "nDataPoints": 0, "notes": "The slide is formatted as a Q&A interview transcript.", "elementsJson": [ "paragraph", "photo" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a16a-3daf99bdaba2/71", "deckHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2", "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2#slide-71", "components": [ { "bbox": null, "kind": "callout", "text": "The idea is to have a surround-sound marketing programme and to appeal to a broad group of both our current consumers and future consumers.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd952-2e38-7248-a641-1146ee37a621", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.48, "w": 0.43, "x": 0.51, "y": 0.07 }, "kind": "image", "text": "Ralph's New York campaign. Lachlan Bailey/Ralph Lauren.", "attrs": null, "subkind": "photo", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d8cb27fb-2426-4f05-a24c-8f113b7d3eb0", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.25, "x": 0.28, "y": 0.23 }, "kind": "paragraph", "text": "There's been a lot of innovation in terms of the types of stores based on the city that we're in. We focus on [our] top-30 cities. Earlier this week, we opened a new store in Shenzhen. It's a really modern take on the Ralph Lauren experience, which fits nicely in Shenzhen. I don't know that we could do that on Madison Avenue.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1175e898-a094-4194-a9ea-9d86a5d720a3", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.06, "w": 0.35, "x": 0.28, "y": 0.07 }, "kind": "paragraph", "text": "How have stores evolved over the course of this elevation project compared to say, five or six years ago?", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "5c29f8a4-20c1-431d-ae53-bec88e13a8b2", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.25, "x": 0.06, "y": 0.18 }, "kind": "paragraph", "text": "We actually don't do fashion shows. Yes, we have models on the runway [but] we do brand-cultural moments, and we invite you into a movie. The movie in [September] was set in the Hamptons.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7733d35a-9f47-46f6-949f-fffb25ca2846", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.25, "x": 0.51, "y": 0.61 }, "kind": "paragraph", "text": "We're weaving technology in. You will have seen these endless-aisle screens where you can have access in our store to now the entire range. We want people to be able to tap into our full lifestyle. We don't just sell denim. We don't just sell handbags. You want to buy a sofa? We have that too.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "92f65b88-daf1-4c11-a271-e033f653f8fb", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.35, "x": 0.06, "y": 0.07 }, "kind": "paragraph", "text": "Let's talk about the last show, the one in the Hamptons. How were you using that to reach your VICs, and then, also, for that larger world building?", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b8e86c56-c8fb-4a3f-add0-b342347520d9", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.43, "x": 0.28, "y": 0.55 }, "kind": "paragraph", "text": "We are putting more emphasis on clienteling. In London, we just renovated an entire floor in our new Bond Street store, which now looks and feels like a Ralph Lauren apartment. That's where our VICs can come. They can spend the day there with their families.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "bea26de2-fb88-4207-af5f-a0f64a96b5dc", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.25, "x": 0.28, "y": 0.14 }, "kind": "paragraph", "text": "First, you will now have the ability to walk into many more stores. That's been an important part of our elevation as we put more emphasis on direct-to-consumer.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d073fa80-4a01-4935-afb3-c28b47f91412", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.25, "x": 0.28, "y": 0.39 }, "kind": "paragraph", "text": "We haven't renovated our flagships for many, many years. We believe in vintage, but there's a point where consumer experience shouldn't necessarily be vintage, so we just renovated our Chicago store. We added the coffee shop. Coffee has just been an incredible success, well beyond our wildest dreams. We're leveraging hospitality.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ef274fa1-bf34-4b1f-85a6-8408d0d1339f", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "quote", "text": "We're leveraging hospitality.", "attrs": null, "subkind": null, "toolName": "Authority citation", "toolSlug": "authority-citation", "confidence": null, "componentId": "019dd952-2e38-7248-a641-16ee5ade365f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.15, "x": 0.06, "y": 0.03 }, "kind": "title", "text": "Consumer Shifts", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "15a9372e-f921-47f2-a509-2673df162ee1", "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 }