Doug Williams: president, product licensing, Polo Ralph Lauren

Doug Williams, an executive at Polo Ralph Lauren, states that his company's newly launched RLX brand perfectly combines functionality with fashion to create the most innovative technical and aesthetic product in the sporting clothes business. The company decided on a select distribution strategy for the collection by partnering with specialty stores, which it believes is the true influencers in the community, instead of going to department stores. Williams is convinced that the products, which were designed by athletes, and cooperation with the distribution channel will help push the RLX brand in the market.
NEW YORK - Doug Williams, president of product licensing, international licensing and new business for Polo Ralph Lauren, knows that brand recognition can work both for and against you. Having [...]