SpendscapeCompanies · Apparel
Ralph Lauren
AdvertiserRL
Ralph Lauren spent $635M on advertising and marketing in fiscal 2026, up 23.1% on the year before and +133% since 2019. That's 7.8% of revenue, more than in 2019: leaning in.
$635Mmarketing spend, FY2026
+23.1%vs the year before
7.8%of revenue (+3.5 pts vs 2019)
Thin/upsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“We continue to view these marketing investments as critical drivers of long-term brand desirability, customer acquisition and lifetime value.”Justin Picicci · 2027 Q1 · transcript
“We continue to see strong ROI from this rolling thunder of activations, and we remain comfortable with the 8% marketing investment guided for this year, knowing that as we've talked, as we continue to expand margin in the future, we do expect to continue to further invest in…”Patrice Louvet · 2027 Q1 · transcript
“Moving to our second key initiative, drive the core and expand for more.”Patrice Louvet · 2027 Q1 · transcript
“First is building brand desirability through our distinctive cinematic storytelling.”management · 2027 Q1 · transcript
“Our marketing teams are really doing a fantastic job around the world, building brand desirability, recruiting new customers.”management · 2027 Q1 · transcript
“You heard us talk about the first ever Polo match organized in Beijing that we did recently, 74 million people live streamed that Polo match, just to give you a sense of the scale that's possible when our teams really hit a nerve with consumers.”Patrice Louvet · 2027 Q1 · transcript
What the 10-K says about marketing
- investing in brand “Despite the competitive environment, we plan to continue driving our broader long-term strategy of brand elevation, which includes multiple levers to continue driving average unit retail growth and brand equity.” 10-K, May 21, 2026
Say vs do
Thin/up. In 0 statements from its leaders in interviews, 0 argued for investing in brand and 0 for cutting; the filed spend went up.
In the news
- Ralph Lauren faces boycott calls for featuring Israeli actress Gal Gadot The Business Standard · Sep 28, 2026 · campaign
- BEAMS Reunites with Polo Ralph Lauren for 50th Anniversary Collection Modern Notoriety · Sep 28, 2026 · sponsorship
- Polo Ralph Lauren And TÓPA Release Second Collection With Jocy And Trae Little Sky COWGIRL Magazine · Sep 27, 2026 · sponsorship