Ralph Lauren's Viral Holiday Success Was Years in the Making

If you’ve been scrolling through social media recently, you won’t have missed the aesthetic of plaid trimmings, pine garlands, and rich red ribbons, all warmed by the glow of a roaring fire. Welcome to “Ralph Lauren Christmas,” a trend demonstrating how to create Ralph Lauren Corp.’s signature style for the holidays. This viral moment has driven significant visibility for the brand, but its success has been years in the making. Ralph Lauren has spent the better part of a decade honing its product range and polishing its image, capitalizing on several fortunate trends that have converged recently.

Preppy style is currently experiencing a major fashion resurgence, and Ralph Lauren is synonymous with the look, thanks to traditional staples like blazers, cable-knit sweaters, and rugby shirts. The quarter zip craze, which signifies a return to more sophisticated casual dressing, has also contributed to the brand’s popularity, as noted by BNP Paribas SA analyst Laurent Vasilescu. Social media narratives often take inspiration not just from fashion but also from deeper emotional currents. In uncertain times, particularly during the holidays, people often find comfort in traditions of the past. Add in the "old money" vibe of quiet luxury—a trend that refuses to disappear despite predictions of its demise—and it's clear why searches for "Ralph Lauren inspired Christmas" on Pinterest were up 3,000% in the four weeks leading up to November 15 compared with the previous year.

The company strategically positioned itself for this moment in the viral spotlight. Under CEO Patrice Louvet, who took the reins in 2017, and with the active involvement of founder Ralph Lauren, the brand has moved closer to European luxury houses like LVMH Moët Hennessy Louis Vuitton SE. This strategy involved taking its image upmarket and reducing sales through less prestigious retailers. Even its outlet stores, which play an important role in the business, have received a significant "glow up." As part of this approach, Ralph Lauren has invested in its core stores, where its holiday look is prominently displayed, and concentrated on its best-known products. The timing has been advantageous, allowing the brand to appear both accessible and luxe even as European competitors have aggressively raised prices.

The turnaround has been augmented by effective marketing, such as taking its Polo Bear from merchandise to the big screen with the mascot’s first animated film. The brand has also been at the forefront of luxury's push into hospitality through its cafes and restaurants. While the "Ralph Lauren Christmas" trend grew organically, the company encouraged the association through holiday pop-ups in Seoul, Tokyo, Los Angeles, and London. In Sloane Square, London, visitors can sip hot chocolate, purchase holiday gifts, create seasonal floral displays, or visit Santa’s grotto. The long queues for selfies by the vintage red pick-up truck, with some participants wearing the signature Polo Bear sweater, underline the success of Ralph Lauren’s marketing genius.

Founder Ralph Lauren, born Ralph Lifshitz in the Bronx and Jewish, has an ability to draw people from all walks of life into his vision of the American dream, making his company as much a Christmas staple as eggnog and "It's a Wonderful Life." Notably, he has achieved this by embracing rather than ignoring the country's diversity. An example is the retailer’s 2022 collaboration with two historically Black colleges, which continued this year with a collection celebrating Oak Bluffs, a town on Martha’s Vineyard known as a summer haven for Black Americans.

Ralph Lauren isn't the only brand capitalizing on the Christmas trend. According to retail intelligence company Edited, styles featuring a palette of red, green, and burgundy, punctuated by gold, along with tartan and teddy bear motifs, are appearing in chains across the Atlantic. For instance, Vans has focused heavily on plaid. While some social media posts highlight how to achieve the look for less at retailers like Amazon.com Inc., higher-end competitors are also participating. Hugo Boss AG has collaborated with teddy bear maker Steiff, and Burberry Group Plc has created a Gund bear as part of its tie-up with Macy’s Inc.’s Bloomingdale’s. However, given how intrinsically linked the style is with Ralph Lauren, the company is likely to be the biggest winner. The holiday pop-ups have already generated approximately $6 million in value from social media posts, engagement, and articles, according to Launchmetrics.

Revenue in the all-important "golden quarter" appears to be benefiting as well. Based on Bloomberg Second Measure data, Ralph Lauren’s sales through its own US stores and website are tracking well ahead of consensus expectations for North American sales growth, according to Bloomberg Intelligence analyst Mary Ross Gilbert. The company’s shares, which had dipped after some investors were underwhelmed by the next phase of its turnaround outlined in September, hit a fresh high in late November. Although social media fads can quickly fade—Google and Pinterest data indicate the Ralph Lauren holiday aesthetic may have already peaked—the halo around the brand over the past couple of months should help deepen its connection with shoppers.

The narrative has also highlighted Ralph Lauren’s hospitality and home décor offerings, reinforcing its broader lifestyle credentials, which the company is keen to develop. When the current preppy look naturally wanes, Ralph Lauren should be well-equipped to adapt. It is one of the few luxury companies to retain distinct sub-brands, from its high-end Purple Label to the heritage workwear of Double RL, giving it a strong chance of tapping into whatever new fashion trend emerges. Its strategy of growing womenswear, particularly handbags, provides another way to offset any potential shortfall. There is also scope for Ralph Lauren to continue flexing its marketing muscle; it recently revealed the uniforms for the US Olympic and Paralympic teams for the winter games opening and closing ceremonies in Milan in February, and will outfit athletes again for the Los Angeles summer games in 2028. Ralph Lauren looks well positioned to adjust to changing seasons and fashions. If so, the buzz around the brand should linger long after the pine needles have dropped and the tree trims have been packed away.