Preppy apparel retailer Polo Ralph Lauren Corp. has 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 the Fall 2008 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.

"Our goal was to provide Ralph Lauren enthusiasts with a mobile rich-media experience of our Fall '08 and Spring '09 Collections in an elegant, portable, shareable version," a Polo Ralph Lauren spokesperson said.

"We wanted to reach the ever growing iPhone population as well as the fashion-enthusiasts who are excited to have Ralph Lauren Collection content in the palm of their hand," the spokesperson said.

The spokesperson declined to be identified.

Ralph Lauren also loads the application with a look ahead to the Spring 2009 runway show, replete with a full set of features, videos and exclusive photography.

The application includes domestic and international store locators that instantly connect customers to any Ralph Lauren store in the world.

Users can also enjoy a rare look at the artist at work and discover how Ralph Lauren's dreams and inspirations inhabit his Spring creations in the short film, "Portraits of a Collection," narrated, in part, by the designer himself.

New York-based Ralph Lauren is one of the leading apparel and accessories retailers nationwide whose products play off an idealized WASPy American lifestyle. The company's stores, wired and mobile Web sites and advertising reflect this lifestyle focus.

In August, Ralph Lauren launched a mobile commerce service to let consumers buy products through their handsets.

The company claims to be one of the first luxury retailers in the United States to launch a mobile commerce site and incorporate Quick Response codes in advertisements (see story).

"We are developing for the iPhone, because of its popularity and particular demographic allows us to harness the new and unique advantages to the Mobile platform that the iPhone presents," the spokesperson said.

"Following in the footsteps of our mcommerce and QR launches, the iPhone brings application-development, geo-location functionalities and excellent video-playback and image-quality into our existing Mobile strategy," the spokesperson said.

Mobile makes shopping easier for Ralph Lauren's customers, giving them options of when and where to shop.

The channel also represents an opportunity for more personal engagement and interaction with the consumer.

The mobile customer has unique needs when engaging with a brand or services over a phone -- whereas online they could be browsing casually, reading, or watching a video.

"The immediacy of mobile engagement can have enormous impacts on consumer habits, and we're excited to be on the forefront of innovation in this space," the spokesperson said. "Mobile represents a new avenue for Ralph Lauren, just as ecommerce was for us eight years ago.

More importantly, mobile gives Ralph Lauren a new global channel to communicate the luxury and lifestyle of Ralph Lauren.

"It has never been just about product, but the stories and experiences that surround the customer's relationship with our brand," the spokesperson said.