Digital: A New Playing Field for Ralph Lauren
Thursday, August 18, 2011
Fast Company's cover story in the September issue is a must-read for any marketer, no matter the industry.
Ralph Lauren's son, David, is turning his father's iconic, nostalgia-driven brand into a digital leader -- a veritable feat in an industry infamous for its reluctance to embrace technology. David's power lies in his willingness to dismiss the old rules; he understands that "digital" doesn't equal business as usual. He starts, for example, by hiring a 16-year-old tutor to prepare him for "the job." David truly understands the nature of digital: it is always in beta, much has never been done and there is no safety net. It takes courage, but the rewards of playing in a new field are undeniable.