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Ralph Lauren Collections Head to iPhones

Ralph Lauren updates its iPhone application, with features like video highlights from the collections and a look book.

NEW YORK — Looking to learn more about Ralph Lauren’s homage to Arabia this spring? No problem, especially for those with an Apple iPhone.

Further expanding into mobile technology, Polo Ralph Lauren has updated its iPhone application, allowing users to explore the world of the Ralph Lauren Collection with their fingertips.

The features now include video highlights from the show, and users can view details by clicking into a pinch-and-zoom look book. They can also see images and information on the latest ad campaigns and accessories, including the company’s signature Ricky bag, which can be rotated in three dimensions.

“Our goal was to put the luxury and lifestyle of the Ralph Lauren Collection into the hands of our customers,” said David Lauren, Polo’s senior vice president of advertising, marketing and corporate communications.

Users can browse a video library and find out more about the making of each collection, and the feature will also offer short films about such events as the company’s 40th anniversary. Images from the ads in the look book can be turned into wallpaper for the device.

In the U.S., Polo has been pioneering mobile commerce technology. In time for the U.S. Open tennis tournament last August, the company incorporated Quick Response Technology codes in its ads, mailers and store windows, which potential shoppers could download on their camera phones to make purchases and view exclusive video content and a style guide.

The new iPhone application is available in the U.S., Japan, Germany, the Netherlands, Spain and France. It will be updated with each runway show and is compatible with both iPhone and iPod touch devices. It is available for free online at the iPhone App store.

“At Ralph Lauren, we believe mobile is the future,” Lauren said. “It is an amazing branding platform, which influences our retail and online businesses.”