NEW YORK — Ralph Lauren is now available from the palm of the hand.
Taking its philosophy of “merchan-tainment” to a new level, Polo Ralph Lauren Corp. is breaking into mobile commerce — m-commerce — incorporating technology that allows shoppers to buy Polo merchandise from their cell phones.
To realize this, the company is incorporating Quick Response Technology codes in its ads, mailers and store windows, which potential shoppers can scan and download on their camera phones. Once scanned, the site m.ralphlauren.com allows a mobile phone user to enter the world of Ralph Lauren — not just by offering the limited edition 2008 U.S. Open collection, classic polo and oxford shirts, chinos, and even the Ricky bag, but also with exclusive video content and a style guide. The merchandise offering is set to expand in coming months.
“Consumers want flexible and convenient services that are accessible on-demand,” said David Lauren, Polo’s senior vice president of advertising, marketing and corporate communications. “M-commerce is so appealing because you can shop anywhere, anytime.”
Polo is the first luxury retailer to tap into the QR technology, which is already popular in Asia and Europe. Increasingly, U.S. cell phones already come with the necessary reader software.
“With new technologies available there are possibilities to create new experiences for our consumers, especially the younger generations that are so invested in digital technology,” Lauren said.
The site functions are the same as for ralphlauren.com: Shoppers need to type in their credit card information, shipping address and billing address. With cell phone purchases, standard shipping is complimentary.
Tapping into mobile technology vastly expands Polo’s reach. According to CTIA & Jupiter Research LLC, 80 percent of the U.S. population has cell phones, and 25 percent, or about 60.8 million, go online through their phones. Worldwide, 489 million people browse the mobile Web monthly, and the number is set to double by 2011, according to research by eMarketer.
This isn’t the first time Polo is breaking ground with technology. In 2006, the company launched an interactive window concept with touch-sensory technology that allowed customers to shop for merchandise from a screen on Polo store windows, 24 hours a day.
“We are always seeking to break ground with innovative ways of interacting with our consumers,” Lauren said. “This new feature allows us to instantly connect consumers to our brand and products. They could be walking down the street — they see our ad and want to buy the shirt the model is wearing, get style advice or read tournament articles. With our mobile site the consumer can shop the U.S. Open collection, watch tennis videos, locate a store and fully experience the brand — all in the palm of their hand.”
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)