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 + Retail 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. Read more at Forbes.