For at least a couple of years, the message coming at brands and retailers has essentially boiled down to: get faster or die.

But Stefan Larsson, who’s the former global president of Old Navy where he successfully led a turnaround at the company, part of the leadership team that built H&M into an industry giant, and most recently CEO of Ralph Lauren, where he built the foundation for the iconic brand’s turnaround, says speed just for the sake of it will do little to solidify a brands’ relevance.

“If you have bad products and you rush them, then it doesn’t make any difference,” Larsson said speaking at the opening session of the Decoded Fashion New York Summit 2017 Wednesday.

Speed without the right brand strategy, the right brand story, means little and it won’t make consumers buy your product.

Read more on Sourcing Journal.

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