Ralph Lauren's (RL) fourth-quarter fiscal 2020 results are likely to reflect significant impacts of temporary store closures in North America, China and Europe, due to the coronavirus pandemic.

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(Bloomberg Opinion) -- Almost three weeks ago, the American retailer J. Crew Group Inc. filed for bankruptcy after it fell out of fashion. But there’s one item from the once-feted store that shoppers just can’t get enough of: masks. The most recent batch of nonmedical face coverings in its signature fabrics — plain blue shirting and blue-and-white stripes — has sold out on its British website.Upmarket, stylish face coverings could provide a bit of a boost in a coronavirus-strewn landscape, where luxury goods sales are expected to drop as much as 35% this year, according to Bain & Co. estimates. To give some idea of the pent-up demand, fashion search platform Lyst said searches for masks are up 1,600% over the past month, compared with a year earlier.   That’s sparked a huge debate in the luxury industry as to whether to cash in. After all, if we’re going to have to wear masks anyway, why not make them chic?It may be tempting. At the height of the crisis, many fashion houses — including LVMH’s Louis Vuitton and Christian Dior; Kering SA’s Gucci; Prada SpA; Burberry Group Plc; and Ralph Lauren Inc. — repurposed some production facilities to make personal protective equipment for donation to medical workers on the front lines. Burberry is poised to take delivery of a special mask-making machine at its mill in Keighley, Yorkshire. But the items will be for donation, not for sale in its shops. And they certainly won’t be made out of its iconic red, white, black and tan check.While the brands have gained the requisite skills, there are considerable risks associated with turning masks into fashion statements. So far, the bling behemoths are wisely keeping a respectable social distance.If luxury goods companies were to make masks for profit, not only would they need to look stylish, but they would probably have to boast some health effectiveness, too. And they’d have to be expensive to fit with any luxury brand’s high-end prices. For example, a Louis Vuitton monogrammed mink-fur sleep mask — perfect for catching some shuteye on that first-class flight — costs 700 pounds ($859).The danger is that luxury groups would be seen as profiteering from a health-care emergency. What’s more, according to consultants at McKinsey & Co., consumers shift to more subtle “silent luxury,” rather than in-your-face bling, after a large-scale crisis with a heavy emotional toll. What is perceived as unethical behavior — or simply ugly consumerism — could turn off customers, especially younger shoppers who are particularly conscious of brands’ social values.One way to get around this would be to give a percentage of the profits to good causes, or to donate one mask for every one sold. J. Crew has donated 75,000 single-use masks to Montefiore Health System hospitals in New York.Even if the pitfalls around profiteering are surmounted, there are other perils. Luxury is about feeling good. Brands must weigh whether they want to be associated with a pandemic and its huge human and economic toll. And although masks can have replaceable filters that extend their use, it’s unlikely people will hold onto them for long. Being disposable is anathema to luxury goods, from Hermes handbags to Cartier watches, for which heritage is crucial.That doesn’t mean face coverings won’t work for some brands. For example, Off-White, the streetwear label from DJ and designer Virgil Abloh, who is also the artistic director for Louis Vuitton’s menswear, has been producing masks for some time. Off-White’s $95 arrow-logo face mask was the most in-demand men’s fashion item in the first quarter, according to the Lyst index, which measures clothing and accessories searches on its own site, Google and other social media.Streetwear masks, along with heavy boots and multi-pocket coats, are part of an apocalyptic look that began to emerge before Covid-19. Serving to partly conceal one’s identity and repel other urban hazards like pollution, masks are a good fit with younger, edgier brands, such as the aptly named Anti Social Social Club. That’s not the case for traditional luxury.Consequently, the big fashion houses would be better off focusing their attention on items that can be accessorized with masks, or adapting products to changing needs. Luxury resale site Vestiaire Collective saw a 45% increase in orders for scarves, including Hermes’s classic silks, in the last week of March, compared with the previous seven days, and demand has remained elevated. Brands could experiment with supersized sun visors to ensure social distancing or extended collars that could double as face coverings.As the world emerges from the pandemic, and things become less emotionally charged, consumers may give luxury brands more permission to sell them protective clothing. For now, any move to do so will likely be a one-off to grab attention on the catwalk or Instagram. The pop star Billie Eilish, for one, donned a Gucci custom double-G-emblazoned mask for the Grammy Awards in January. While Gucci’s decision not to commercialize the product means passing up millions of euros of sales, it’s the right call.  This column does not necessarily reflect the opinion of the editorial board or Bloomberg LP and its owners.Andrea Felsted is a Bloomberg Opinion columnist covering the consumer and retail industries. She previously worked at the Financial Times.For more articles like this, please visit us at bloomberg.com/opinionSubscribe now to stay ahead with the most trusted business news source.©2020 Bloomberg L.P.

Shares of Ralph Lauren (NYSE:RL) fell 1.1% in pre-market trading after the company reported Q4 results.Quarterly Results Earnings per share fell 163.55% over the past year to ($0.68), which may not compare to the estimate of $0.01.Revenue of $1,274,000,000 declined by 15.41% year over year, which missed the estimate of $1,290,000,000.Looking Ahead Ralph Lauren hasn't issued any earnings guidance for the time being.Ralph Lauren hasn't issued any revenue guidance for the time being.Conference Call Details Date: May 27, 2020View more earnings on RLTime: 09:00 AMET Webcast URL: https://edge.media-server.com/mmc/p/hiumob6vRecent Stock Performance 52-week high: $128.2952-week low: $59.82Price action over last quarter: down 32.25%Company Description Founded in 1967 by Ralph Lauren, Ralph Lauren Corp. designs, markets, and distributes lifestyle products in North America, Europe, and Asia. Its products include apparel, footwear, eyewear, jewelry, leather goods, home products, and fragrances. The company's brands include Polo Ralph Lauren, Lauren Ralph Lauren, Chaps, Double RL, and Club Monaco. Distribution channels for Ralph Lauren include wholesale (including department stores and specialty stores), retail (including company-owned retail stores and e-commerce), and licensing.See more from Benzinga * A Look Into Ralph Lauren's Price Over Earnings(C) 2020 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.

NEW YORK, NY / ACCESSWIRE / May 27, 2020 / Ralph Lauren Corp. (NYSE:RL) will be discussing their earnings results in their 2020 Fourth Quarter Earnings call to be held on May 27, 2020 at 9:00 AM Eastern ...

Ralph Lauren (RL) doesn't possess the right combination of the two key ingredients for a likely earnings beat in its upcoming report. Get prepared with the key expectations.

The number of deaths from the coronavirus that causes COVID-19 rose above 353,000 on Wednesday, as the World Health Organization said the Americas are at the center of the pandemic following surges in infections in Brazil, Peru, Chile and others in the past few days.

Ralph Lauren Corporation (NYSE:RL), a global leader in the design, marketing, and distribution of premium lifestyle products, today reported earnings per diluted share of ($3.38) on a reported basis and ($0.68) on an adjusted basis, excluding restructuring-related and other charges, for the fourth quarter of Fiscal 2020. This compared to earnings per diluted share of $0.39 on a reported basis and $1.07 on an adjusted basis, excluding restructuring-related and other charges, for the fourth quarter of Fiscal 2019.

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Ralph Lauren (NYSE: RL) posted a wider-than-expected quarterly loss and suspended its future guidance amid the continuing uncertainties stemming from the coronavirus pandemic. Many of Ralph Lauren's stores around the world, and many of the department stores that carry its apparel, home goods, and accessories, were forced to close during the quarter that ended on March 28, as local and national governments imposed social-distancing measures to try to slow the spread of the COVID-19 virus. Sales were also hit by the ongoing protests in Hong Kong, a key market for the company, it said.

The apparel retailer suspended its financial forecasts but said it expects its financial results to be significantly hurt by the pandemic.

Canada Goose Holdings Inc has laid off about 125 workers, as the COVID-19 pandemic saps demand for the company's luxury parkas, the Wall Street Journal reported https://on.wsj.com/3bQJZp9 on Wednesday. Luxury retailers, including Ralph Lauren and Capri Holdings, are among the worst-hit companies as the novel coronavirus pushes consumers to snub discretionary products for essentials such as packaged foods, forcing companies to furlough employees and cut down on investments. On Wednesday, Canada Goose said employees who were laid off will receive compensation packages and extended benefits.

Ralph Lauren Inc. shares slipped 1.3% in Thursday premarket trading after the luxury clothing and accessories company reported wider-than-expected fourth-quarter losses. Net losses totaled $249 million, or $3.38 per share, after net income of 31.6 million, or 39 cents per share, last year. Adjusted losses of 68 cents per share were below the FactSet consensus for losses of 26 cents per share. Revenue of $1.27 billion was down from $1.51 billion last year but just ahead of the $1.26 billion FactSet outlook. The revenue decline was attributed to the coronavirus pandemic and Hong Kong protests. Revenue in North America was down 11% to $629 million and in Asia, revenue was down 22% to $214 million. Europe fell 19% to $353 million. Ralph Lauren ended fiscal 2020 with $2.1 billion in cash and investments and $1.2 billion in debt. The company drew down $475 million from its global credit facility and took other measures in response to COVID-19, including halving Chief Executive Patrice Louvet's salary, eliminating Chief Creative Officer Ralph Lauren's salary and bonus, and furloughing a "substantial portion" of store and corporate employees. Ralph Lauren stock has slumped 30.6% for the year to date while the S&P 500 index is down 7.4% for the period.

Q4 2020 Ralph Lauren Corp Earnings Call

Good morning, and thank you for joining Ralph Lauren's fourth quarter and full year fiscal 2020 conference call. With me today are Patrice Louvet, the company's President and Chief Executive Officer; and Jane Nielsen, Chief Operating Officer and Chief Financial Officer.

While nearly half of Ralph Lauren's stores in North America are now open, demand for clothing from high-end fashion companies is not expected to rebound quickly as the global economy enters a deep recession. Ralph Lauren said it expects its fiscal 2021 results to also be significantly hit by the health crisis.

This week is a shortened trading week with major markets closed Monday in observance of the Memorial Day holiday. Investor focus will remain on the coronavirus and its impact on the U.S. economy as most states across the country continued their phased reopening plans.

Shares of several upscale retail-chain operators were rising on Tuesday, on growing investor optimism after Macy's (NYSE: M) announced a significant refinancing deal. News that troubled department-store giant Macy's has secured a major refinancing deal seemed to be giving investors reason to bid up battered retail stocks on Tuesday.

The coronavirus pandemic continues to hurt its business.

Ralph Lauren (RL) posts dismal fourth-quarter fiscal 2020 results on significant impacts of the coronavirus outbreak as well as protest-related business disruptions in Hong Kong.