Ralph Lauren Dreams in California, the Latest Faux pas for the company whose slogan is to reinvent American fashion
No one is complaining, exactly, but this is not a good look for a company that is supposed to be “The Future of Fashion” — only a few months after making a name for itself on Twitter.
The latest public relations nightmare comes after Ralph Lauren’s CEO, Darren McCollough, revealed that his brand has closed three stores in a week in the Los Angeles area.
There are also reports suggesting that the company had sold some of its more expensive handbags for $1,000 to raise some cash. According to the LA Times, the stores were closed on orders from the company’s former in-house buyer.
In a statement, the company said:
“We are extremely disappointed in what is causing us to close our small-town stores. We are working to rectify the situation as quickly as possible.”
On Tuesday, the brand also announced a partnership with the US military, which is in the process of opening a $25 million facility in North Carolina.
This will be the second military facility to open in Los Angeles in the last year, after a $30 million one opened in Hollywood.
This is a major turnaround – even for the company that prides itself on creating “reinventing American fashion.”
A number of people involved with the company have left, including McCollough himself.
McCollough said that he is seeking a new role that will take him out of his current role.
“I love this company and I thank them for giving me the opportunity to make them what they do,” McCollough said.
McCollough’s new position remains under contract and the company has not commented further.
A quick look at their website says they have recently expanded their product offering with a new ready-to-wear line called “Ralph Lauren & Kate Spade” and a new range of women’s fragrances called “Lauren & Stella’s,” which has just dropped their “
