Posted by Barry Silverstein on January 28, 2010 11:45 AM
With all the buzz about today's youthful brands, it's nice to see Ralph Lauren, a forty-year-old brand, figure out how to appeal to a contemporary audience. One of the best ways to do that is reach the audience where they live – on their phones.
Clothing retailer Ralph Lauren has just been named "2009 Mobile Marketer of the Year" by Mobile Marketer because of the company's breakthrough, innovative use of mobile advertising and marketing.
Ralph Lauren's "Rugby" brand mobile application has been touted as a "first of its kind," allowing consumers to essentially create their own Rugby gear via the iPhone and iPod. A buyer chooses a particular shirt or jacket style and then customizes it with a wide variety of patches. The buyer can share and order the customized product within the application.Continue reading...