News Digest

SHANGHAI — Ralph Lauren‘s vision of the American dream has clearly struck a chord with the Chinese audience, which became the impetus for the American brand to host its first marketing spectacle in the country. “We have basically blanketed the city with advertisements. The company executive, who visits China annually, said the cultural event was meant to be the most significant brand experience ever created in the fast-growing market. “And then, of course, we did a drone show,” Lauren said proudly. Chinese shoppers are finally responding to products that make them feel emotional. Despite the trend’s opportunistic connotation of striking it rich, Lauren would like to emphasize the brand’s legacy steeped in “love, not money,” Lauren added. When asked how uncertainty facing U.S.-China relations could threaten the appeal of the American dream under an incoming Trump administration, in turns fraying brand perception, Lauren said that it’s important to remember the immigrant narrative essential to the so-called American dream and that “Ralph Lauren is telling a story of someone trying to define themselves in a changing world, and that’s a universal idea,” Lauren said. On Wednesday evening, the film premiered at the Shanghai Concert Hall and gathered an eclectic roster of actors, musicians, songwriters and athletes from China and other Asian hubs. The film is currently streaming on HBO, Tencent and Bilibili. It was the 50th anniversary, and it all came together as something special,” Lauren said at the time. It became one of the first brands to join Tmall’s then-Luxury Pavilion in 2017. 