Ralph Lauren and Microsoft Celebrate 25 Years of Innovation Shaping the Future of Luxury Retail
Luxury retail is evolving rapidly, but some of the most successful transformations are built on long-term vision rather than short-term trends. At NRF 2026, Ralph Lauren and Microsoft reflected on a 25-year partnership that has helped redefine how heritage brands innovate without losing their identity.
On stage, David Lauren, Chief Branding and Innovation Officer at Ralph Lauren, and Shelly Branson, Corporate Vice President of Worldwide Industry Solutions at Microsoft, shared how technology, storytelling, and purpose have come together to shape the future of luxury retail.
Preserving Brand Heritage While Embracing Innovation
For Ralph Lauren, innovation has never meant abandoning the past. According to David Lauren, the brand's foundation is built on timelessness, quality, and authenticity. From the very beginning, Ralph Lauren products were designed to last, improve with age, and be passed down through generations.
That philosophy continues to guide every innovation today.
Technology, David explained, is not the starting point. The vision always comes first. Innovation only succeeds when it enhances the brand's heritage rather than competing with it. The challenge is translating a 60-year legacy into a language that resonates with new generations, while remaining unmistakably Ralph Lauren.
Microsoft has played a critical role in helping bridge that gap, enabling technology to serve the story rather than overshadow it.
From Early Ecommerce to Digital Flagships
Ralph Lauren was one of the first luxury brands to embrace ecommerce, launching online retail more than 25 years ago. At the time, selling high-end fashion online was considered risky, even radical. Yet the brand saw the internet as a new canvas for storytelling.
Instead of replicating a catalog, Ralph Lauren focused on recreating the feeling of its iconic flagship stores. Rich visuals, immersive storytelling, and a seamless blend of content and commerce became central to the digital experience.
Today, that philosophy has evolved into what many consider the modern flagship store. The brand's website and mobile experiences now carry the same emotional weight as a physical boutique, offering customers a consistent experience across every channel.
Ask Ralph and the Rise of Conversational Commerce
One of the most visible outcomes of the Ralph Lauren and Microsoft partnership is Ask Ralph, an AI-powered conversational experience built using Microsoft Azure AI and Copilot Studio.
Ask Ralph acts as a digital style advisor, helping customers choose outfits, plan looks for specific occasions, and feel confident in their purchases. Rather than focusing on transactions alone, the experience is designed to feel warm, personal, and intuitive.
David Lauren emphasized that customers do not just want products. They want guidance, confidence, and inspiration. AI makes it possible to deliver that at scale, while still maintaining a human tone.
For Microsoft, Ask Ralph represents the future of retail interactions. Shelly Branson described it as shifting retail away from clicks and carts toward ongoing conversations. Customers are no longer just browsing. They are engaging in dialogue, much like they would with a trusted sales associate.
Why Partnership Matters More Than Technology
Both leaders stressed that the success of their collaboration comes down to partnership, not platforms.
Microsoft did not begin the project by presenting slides or technical capabilities. Instead, the team spent hours inside a Ralph Lauren store, listening to associates, observing how personalization happens in real life, and understanding the brand's culture.
That immersion allowed Microsoft to design technology that met Ralph Lauren's standards, rather than forcing the brand to adapt to the technology.
Shelly Branson noted that technology without vision is meaningless. AI only creates value when it supports creativity, culture, and human expertise.
Leadership Lessons from AI Transformation
The conversation also highlighted key leadership lessons for retailers navigating AI and digital transformation:
- AI transformation is business transformation. Technology must improve the core business, not exist for its own sake.
- Data quality matters. AI is only as effective as the data behind it.
- Culture is critical. Innovation requires cross-functional collaboration and leadership support.
- Responsible AI is essential. Brands must protect customer trust and use AI thoughtfully.
- Choose partners wisely. Long-term success depends on shared values and aligned goals.
For Ralph Lauren, leadership means giving teams permission to experiment, take risks, and learn along the way. The goal is not perfection, but progress.
A Glimpse Into the Future of Luxury Retail
As AI adoption accelerates across the retail industry, Ralph Lauren and Microsoft view Ask Ralph as only the beginning. The experience currently lives within specific brand environments, but plans include expanding globally and across additional categories.
What remains constant is the philosophy behind it. Technology should inspire confidence, elevate storytelling, and deepen the relationship between brand and customer.
After 25 years of collaboration, Ralph Lauren and Microsoft continue to prove that when heritage and innovation work together, the future of luxury retail can feel both timeless and new.
