Summary
- Ralph Lauren Corp reported a 30% rise in net income in Q1, leading the company to raise its fiscal year outlook due to strong sales growth across North America, Europe, and Asia, and a successful strategy of increasing prices.
- Despite its positive performance, the company is cautiously optimistic about the future due to new US tariffs and potential consumer reactions to price hikes, but is leaning into its heritage status and diverse brand offerings to maintain its wide appeal.
With better-than-expected performance in Q1, Ralph Lauren Corp is raising its outlook for the fiscal year, reporting a 30% rise in net income compared to the same period last year.
The news sent Ralph Lauren’s shares up by more than 3% — a welcome addition to the 90% growth seen over the last year. In addition to strategically increasing prices to cushion the impact of tariff uncertainties and lower spending, the American legacy brand is in a more comfortable position. Less exclusive than European luxury houses, the brand carefully maintains its image and refines its DNA in line with the zeitgeist.
In a statement shared by WWD, Ralph Lauren said “What we stand for — aspiration, optimism, individuality and authenticity — inspires people in every corner of the world.” The founder boasted the “new and powerful ways” that the brand is connecting with its global audience, from its first-ever fashion show in Shanghai in April to our MLB World Tour Tokyo Series activations and our Women’s Polo presentation in Paris.”
The efforts have translated into sales worldwide, with North American sales rising by 12%, Europe by 10%, and Asia by 18%. Reversing its “modest” growth expectations, Ralph Lauren’s operating margin for fiscal 2026 has been updated to grow by 40 to 60 points in constant currency.
However, the US’s new tariffs on foreign goods are threatening not only Ralph Lauren’s health but also sending shockwaves through brands worldwide. President and CEO Patrice Louvet said to WWD on Thursday that the brand “cautious in the back half disproportionately in North America because we don’t know how consumers are going to respond to what will likely be a more inflationary environment.” “We have heard many companies across industries talk about how they will increase pricing to deal with tariffs among different interventions. And we don’t really know how the consumer’s going to respond to all these expected increases across industries,” he concluded.
Offering both accessible luxury and mass appeal in its various diffusion labels from Purple Label to RRL and Polo, the brand’s diverse offering and adaptive DNA lend to a wide base. The brand adopts a tone of cautious optimism, leaning further into its classic heritage status, while evolving its perspective with diverse voices and timely concepts.
Ralph Lauren recently unveiled a limited-edition collection for Oak Bluffs, highlighting the Massachusetts destination historically frequented by the Black community, building on its partnership with HBCUs, like Morehouse and Spelman. Earlier in Fall 2025, the brand unveiled the second chapter in its “Artist in Residence” program: a collaboration between RRL and Navajo artist/weaver Zefren-M in honor of the Navajo Nation.
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