Ralph Lauren is in need of a major marketing makeover. For the first time in fifty years, the iconic fashion brand has hired its first chief marketing officer. As a part of the company’s new evolution marketing campaign, the fashion retailer is aiming to create a larger voice. “As we write our next chapter, we continue to add exceptionally strong leaders with passion, energy and talent to lead our company into the future,” said Mr. Lauren. Jonathan Bottomley will take the CMO role from its New York headquarters bringing his insight from the publishing world to Ralph Lauren’s content marketing strategy. “He will be responsible for evolving Ralph Lauren’s brand voice, leading the global marketing team and building cut-through marketing strategies across the company’s brands”, the brand released in a statement. Ralph Lauren is known for developing creative in-house, however, this new hire signals that the company is ready to work with agencies to offset a drop in sales, fight off growing competition, and tackle a new creative approach. Recently, the fashion company has struggled with staying loyal to their classic look and still staying relevant in trend. They unveiled a “See Now, Buy Now” approach at New York Fashion Week for their spring apparel collection in another effort to help their continual decline in numbers and offer immediate customer satisfaction. Hopefully, the new leadership and new aggressive creative approach will bring more solidity to the company and reboot its predictable image.