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DOGGY BAGS: Ralph Lauren has come up with a charming new way to mark its fall accessories. The company just launched “The Dog Walk,” a digital video that showcases new pieces in conjunction with the the American Society for the Prevention of Cruelty to Animals. Using 3-D imaging technology, the clip, available at ralphlauren.com, features actual ASPCA rescue dogs.
“Dogs have always been part of the DNA of our company,” said David Lauren, executive vice president of advertising, marketing and corporate communications. “Since we first started running ads, you would see full-page ads that just show dogs. We wanted to find a creative way to bring our love of dogs to the Internet age, and we had this second mission, to highlight our accessories collection.”
This story first appeared in the October 18, 2013 issue of WWD. Subscribe Today.
The Ralph Lauren company has been making a push in the category and this marks the it’s first virtual accessories show.
The video was shot on a green screen and created with a black-and-white cityscape backdrop. It features chic women walking their best friends by the Madison Avenue mansion and RRL on Bleecker Street in New York, and the Paris flagship on Avenue Saint Germain — decked out, naturally, in Ralph Lauren, including Ricky handbags, jewelry, pup sweaters and dog carriers.
The launch coincides with Adopt-a-Shelter-Dog Month, and aims to bring awareness to the cause and help promote adoption of rescue dogs. In addition, through Nov. 15, 10 percent of sales from items featured in the video will benefit the ASPCA.