Ralph Lauren has new mobile commerce site

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The Polo Ralph Lauren Corp. has launched a new mobile commerce site.

The service will include a mobile storefront, content from RL Maga­zine, a Style Guide Q&A and exclu­sive videos. To promote the new service, Ralph Lauren will place special codes in print ads, direct mail and store windows.

The high fashion retailer will also promote this new offering through its sponsorship at the US Open Tennis tournament, which begins later this month.

“Polo Ralph Lauren has been at the forefront of incorporating technology into our business and we are constantly challenging our­selves to find new ways to present the world of Ralph Lauren to our consumer,” said Ryan Lally, direc­tor of corporate communications at Polo Ralph Lauren, in an e-mail to DMNews. “The mobile device was a natural next step.”

Shoppers can currently purchase RLClassics, which includes chinos, oxfords, polo shirts and sweaters, on the site. Through September, the site will also carry a US Open Collection. In addition, shoppers can download special software that camera phones can use to scan product codes and be directed to a mobile-enabled version of the Ralph Lauren Web site.

This mobile offering encom­passes a wide demographic, including people of all ages who are interested in the high-end brand, Lally added. “This is acces­sible to anyone who has a phone,” he said.

 

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