Shopping at Ralph Lauren going mobile

Polo Ralph Lauren is all proud to announce that it is the first luxury retailer to launch a mobile commerce site, in an effort to “stay ahead of a trend that is making its way from Asia to the United States.”

Even though mobile commerce is more suited to younger generation, the company’s senior VP of advertising David Lauren said their mobile offering is is not aimed at a specific age group. “This is about someone who’s interested in our brand and interested in technology, and wherever the two meet, that’s what’s appropriate,” he said.

In addition to the mobile store, the apparel maker will also be placing special codes in print ads, mailings and store windows along with its sponsorship of the U.S. Open tennis tournament. Shoppers, on the other hand, will be able to download special software to camera-phones to scan the codes and be directed to a phone-friendly version of a Ralph Lauren website, where they can shop, watch tennis videos and read company content…

[Via: Unwired View, Reuters]