Luxury fashion brand Ralph Lauren has named Christopher Conrad as its new chief digital and technology officer, signalling a renewed focus on digital innovation and artificial intelligence (AI) investments.

Conrad, who joins Ralph Lauren after a seven-year stint at Levi Strauss & Co., where he most recently served as global chief information officer, succeeds Janet Sherlock. Sherlock, who has led the company's technology efforts since 2017, is set to retire in September.

In his previous role, Conrad spearheaded Levi's transition from a wholesale-focused platform to a configurable direct-to-consumer model with AI and machine learning capabilities. He also oversaw several supply chain transformation projects.

"Collaborating with Ralph Lauren's incredible digital and technology teams, we're poised for innovation and growth," Conrad said in a LinkedIn post. "Our mission: to scale the company to new heights while maintaining our legacy of excellence."

During her tenure, Sherlock expanded Ralph Lauren's use of AI across various business functions. In a LinkedIn post, she praised the incoming Conrad, noting: "Chris brings a wealth of experience that will undoubtedly ensure the continuity of our digital journey forward, with a focus on enhancing consumer experiences."

Ralph Lauren's focus on technology aligns with its strategy to drive global brand recognition, scale digital and analytics capabilities, and shift towards more direct-to-consumer sales. Jane Nielsen, Ralph Lauren's chief operating officer, emphasised during a recent earnings call that leveraging big data and AI is crucial to their strategy.

The company reported a slight revenue increase in its May earnings report but anticipates profit declines in the near future. Ralph Lauren is also adjusting to Nielsen's departure as chief financial officer in May and her upcoming exit as chief operating officer at the end of fiscal year 2025.

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