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Polo Ralph Lauren Corp’s Rugby brand is launching an iPhone application which will allow users to customize their shirts.
The Rugby brand which was introduced in 2004, targets young adults and has numerous stores in US. The computer makers like Dell Inc and Starbucks Corp who use popular networking sites to increase their sales and establish direct communication with the customers inspired the Rugby brand to take the move.
Rugby's new application will be available on Apple Inc iPhone and iPod touch devices. The consumers can create their own designs for 19 different products which include varsity sweaters, rugby shirts, polo shirts and hooded sweatshirts.
The shirts can be customized by adding patches that include numbers and letters. They can also upload photos of themselves, choose hairstyles, skin tones and backgrounds, and model their creations. They can share the pictures with friends via email or Facebook.
David Lauren, senior vice president of advertising, marketing and corporate communications and Ralph Lauren's son, said that this new move is a blend of the merchandising and entertainment.
Lauren said,"That has been very compelling for the customer, but really a natural evolution of what we've already done for 40 years.”
Polo Ralph Lauren Corp is not the only store to have iPhone applications which allows users a view of Ralph Lauren Collection runway shows.
Designer Norma Kamali is also introducing an iPhone application for her Spring 2010 runway show. The launch will take place on Sept. 17 at a Manhattan Apple store. The new application will allow users buy clothing through their phones which include offerings from her high-end line and her line at Wal-Mart Stores Inc .The customers can also get an online glance of its Ralph Lauren Spring 2010 show, which will take place next week.
