When Patrice Louvet first stepped into Ralph Lauren Corp. as president and chief executive officer in July 2017 , the company was in a delicate spot.

The brand had long been at the vanguard of American fashion, but the business underneath was relying on outlet sales and price promotions. Changes were under way, but the company’s first effort at bringing in an outside CEO was cut short after just 18 months.

Louvet, a mild-mannered veteran of Procter & Gamble Co., had a balancing act on his hands. He needed to both be in sync with the founder and designer — an iconic figure who still serves as executive chairman and chief creative officer — and in charge of the transformation the company needed.

How did he do it?

“Very thoughtfully,” said Louvet during an interview in his Madison Ave

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