On paper, the brand elevation playbook is relatively straightforward: reduce excessive discounting and overexposure in outlet and wholesale channels while increasing desirability and exclusivity — all of which will allow you to raise prices and improve margins. But while many luxury brands have pursued elevation, there are fewer recent success stories. Ralph Lauren seems to be an outlier. Here's what's working about the brand's strategy. https://www.voguebusiness.com/story/companies/5-lessons-on-brand-elevation-from-ralph-lauren?utm_source=whatsapp&utm_medium=social&utm_campaign=channel