Ralph Lauren is first luxury retailer to launch mobile commerce

Every day brings a new technology and another brand that tries to get a head start by implementing it before the rest. Polo Ralph Lauren has become the first luxury retailer to launch mobile commerce. In Asia, it is common for people to buy products like Coke from vending machines through their mobile phones - that started as early as 2001. What Polo Ralph Lauren is doing now, is aiming to attract business from the tech-savvy consumer in America by allowing them to buy products with codes that they intend to place in print ads, mailings and store windows, which will also be a feature of their sponsorship of the U.S Open later this month. Once users download the software to their phone, the codes can be scanned and they will be directed to a phone-friendly version of the Ralph Lauren site.

From Forbes, David Lauren, the Senior Vice-President of Advertising at the company and son of Ralph Lauren, said:

“We recognize that in America this is going after somebody who is more comfortable with technology. The truth is that in other countries, it’s becoming a part of their culture. The trend is coming, and as a fashion company it’s very important to identify trends and get ahead of them.”

[Via Forbes]