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Ralph Lauren is 2009 Mobile Marketer of the Year

Polo Ralph Lauren goes mobile

Cape called

Polo Ralph Lauren Corp. took first place as 2009 Mobile Marketer of the Year.

Based on the nominations received from readers and submissions from this publication's editorial team, Mobile Marketer is convinced that Ralph Lauren serves as a role model for outstanding use of mobile advertising and marketing. Here is a breakdown of Ralph Lauren’s work in the mobile space.

A different spin on in-app advertising
Ralph Lauren was the launch sponsor of GQ magazine’s new mobile application in an effort to promote the preppy retailer’s fragrances.

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GQ Style Picks, the application for the iPhone and iPod touch, is powered by NearbyNow and features style tips and options from the men’s magazine and a “click-to-find nearby” and a “click-to-find online” commerce option. Ralph Lauren has a channel within the application that includes tips and videos from the preppy retailer.

The Ralph Lauren channel within the GQ application includes grooming and fragrance tips such as how to moisturize the face, fragrance picks and downloadable videos.

Here is Ralph Lauren's Polo channel within the GQ applicaton:

Rugby’s 360-degree mobile commerce strategy
The Rugby Make Your Own application is truly something unique in terms of the experience that it provides users.

The application was a first of its kind within the Ralph Lauren family of innovative lifestyle marketing. Consumers can make their own Rugby directly from their iPhone or iPod touch and share the style and buy it.

Consumers can customize their own Rugby with patches, share and order their Rugby styles within the application.

The application followed the successful launches of http://www.rugby.com and http://m.rugby.com.

The application is meant to serve as a 360-degree retail innovation platform that engages with consumers through mobile, in-store kiosks and outdoor display content in store windows, and online.

Also, Rugby stores in New York and San Francisco have an interactive store window where pedestrians walking the streets are encouraged to stop and create their own Rugby or browse the gallery of Rugbys created by users of the iPhone application.

Much like the iPhone experience, users just drag and drop by swiping their hands over the store window and can buy Rugbys by swiping their credit cards.

In April, the preppy retailer launched an iPhone-optimized site for Rugby.com, the site for its sporty line of Rugby apparel.

Like the existing WAP site that is optimized for all other mobile devices, the iPhone site lets consumers browse and buy all products that are available on Rugby.com.

Mobile advertising drove consumers to the mobile site and application.

Here is the Rugby site:

Mobile presence
Ralph Lauren has a mobile shopping site at http://m.ralphlauren.com:

Consumers can shop on the site, read about what is new at Ralph Lauren and watch runway show videos of the brand's latest styles.

Mobile video at its best
Last October, Ralph Lauren made mobile fashionable with the launch of an iPhone application that lets users experience the glamour of the Ralph Lauren Collection on the Apple device.

The application invites Apple iPhone users to view collection styles that are currently in stores via video highlights from its runway show. It also offers a look behind the scenes with its Backstage Pass photo gallery in addition to full run-of-show video and Lookbook feature.

Mobile advertising was used to drive consumers to the application.

Four months after its launch, the application was upgraded with new features that reflect Ralph Lauren's haute couture line and products reflecting a luxury lifestyle.

Here is a screen grab of the application:

Mobile commerce leader
Ralph Lauren was one of the first retailers to launch a mobile commerce service to let consumers buy products through their handsets.

The company claims to be one of the first luxury retailers nationwide to launch a mobile commerce site and incorporate Quick Response codes in advertisements.

Ralph Lauren included a QR code on a U.S. Open advertising campaign. If scanned by a mobile phone, the code would link a user directly to a new mobile site. 

This is the U.S. Open call to action:

Ongoing communication
Ralph Lauren invites consumers to sign up for text alerts on its mobile site in an effort to build a database of the brand’s aficionados to keep ongoing communication with.

Additionally, consumers can text the keyword RL to 23000 to join the mobile club.

Here is the sign up page:

Why the win?
Ralph Lauren understands the times we live in and the wants and needs of its customer. And, in this day and age, that means having a robust set of mobile offerings and really being present in the hands of your consumer.

Congratulations to Ralph Lauren on receiving this honor.

Giselle Tsirulnik is deputy managing editor on Mobile Marketer and Mobile Commerce Daily. Reach her at giselle@mobilemarketer.com.

Related content: Advertising, Polo Ralph Lauren, Mobile Marketer of the Year

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Comments on "Ralph Lauren is 2009 Mobile Marketer of the Year"

  1. Ted Rex says:

    January 29, 2010 at 6:53am

    I am very surprised to see Mr. Lauren leading this charge; very surprised to see this industry leading the charge actually. I made this page one of today's three links in my daily design blog called Design Thought for the Day:

    All the best, Ted
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