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Fashion Buying Technology

Ralph Lauren's QR Codes and Interactive Windows

— August 26, 2008 — Marketing
While a lot of people still don't know it, Ralph Lauren is a fashion house that is really ahead of the curve, when it comes to integrating technology with fashion and shopping, as well as in the range of creative innovation the house produces.

In Ralph Lauren's new US Open campaign, for example, the American fashion house has integrated QR Codes.

"QR Codes storing addresses and URLs may appear in magazines, on signs, buses" and business cards Wikipedia explains. "A user having a camera phone equipped with the correct reader software can scan the image of the QR Code causing the phone's browser to launch and redirect to the programmed URL."

If that's not enough, Ralph Lauren has installed an interactive window in their NYC store. As seen in the gallery, it resembles a giant newspaper page reading, "The New" as the headline.

Using a camera phone, visitors can "window shop" by choosing through the catalog or 'looks' section, then choose size, color and snap a photo of the UPC (QR) code, then beam it to the store who will then ship the item to your address; you don't even need to step inside!

In addition, Ralph Lauren has completely redesigned their site to ensure they keep up to date with the latest web design, like an interactive flash look-book, to compliment their of-the-moment fashion savvy.

I'm most excited about the "Make Your Own" rugby shirt which is "coming soon." You pick the basic design and colour, style it with crests and numbers, and then custom makes it for you!

Check out some more Ralph Lauren innovations below as well as some more on QR and UPC codes.