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    • News: Ralph Lauren – iPhone App

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    “Ralph Lauren was one of the first fashion brands to launch an iPhone application a few months back bringing the glamour of Ralph Lauren directly to the palm of your hand. With the F/W09 shows now over, Ralph Lauren will be adding updates this week to bring their new collection to your phone, along with some additional features.”

    Updates to the Ralph Lauren iPhone app will include the following:
    •              Video highlights from the new Fall 2009 runway show and the recent Spring runway show
    •              An interactive gallery of Spring Collection Accessories
    •              A gallery of advertising imagery
    •              A new feature spotlighting “a Collection Icon,” featuring The Ricky Bag
    •              A brand new video library celebrating some of the brand’s best collection videos

    Click next for 10 frequently asked questions:

    Ralph Lauren – iPhone App
    Top 10 Frequently Asked Questions

    1.    What is the goal behind your iPhone app?
    Our goal was to put the luxury and lifestyle of the Ralph Lauren Collection into the hands of our customers. We believe mobile will play a big role in the future of retail.  The iPhone’s screen and platform allows to mobilize our branding strategy in ways we couldn’t before and become an influencer on our retail, wholesale and online businesses.  The iPhone’s interface and technology really gives us such a unique opportunity to showcase our content in the richest, most elegant, user-friendly way.

    2.    What does your app include?
    Our Collection app focuses on two seasons of runway shows, plus some special features.  This new, updated Collection app focuses on the Fall 2009 runway show (February 21), and the Spring 2009 runway show (this past September 21).  Some of the key features for both seasons include: Videos of Runway Highlights; a multi-touch Lookbook, including intimate pinch-and-zoom views of each individual style; a Backstage Pass photo montage experience; and, of course, our Google-powered global store locator.

    What are some of the new content features in the app?
    New features include an interactive gallery of Spring Collection Accessories, a gallery of Advertising imagery, a new feature spotlighting “a Collection Icon”, The Ricky Bag; and an all-new Video Library, celebrating some of the brand’s best Collection videos.

    3.    What makes this app unique?
    Several things make this app unique from anything else you’ll find in the App store.  First, it provides arguably the richest, most extensive luxury fashion brand experience that you’ll find anywhere in a mobile app.  The world of Ralph Lauren comes to life in this app.  Second you’ll find several “little surprise experiences or utilities” throughout the app. To name a few little surprises…

    A. Users can view the iconic Ricky Bag in the first-ever 360-degree view of a fashion accessory through the use of the iPhone’s unique accelerometer technology.  B. The Backstage feature for Spring includes a photo montage accompanied by actual audio clips from behind the scenes; C. Users have the ability to call a Personal Shopper in our Spring Accessories section; D. Users have the ability to save and email any image in our app; E. Users can choose from an extensive library of short videos from past seasons.

    4.    Who is your target audience for this app?
    We wanted to reach fashion-enthusiasts and our core Ralph Lauren loyalists who are excited to have the Ralph Lauren Collection content in the palm of their hand.

    5.    What is RL’s perspective on the mobile channel?
    We believe the mobile channel can serve two major roles: 1. Your phone is the one device that’s with you at all times, wherever you go. For that reason, it can be a very powerful “connector” influencing consumer behaviors in both the online and offline channels.  2. The ability to “mobilize” your brand content and get it into the both physical and virtual social circles represents a tremendous viral marketing opportunity.

    6.    What was the inspiration behind your app?
    We’re inspired by the elegance of the Ralph Lauren Collection.  We wanted to create a branded app that evokes the elegance and luxury of the Ralph Lauren brand.

    7.    What results and/or response have you received on your app to date?
    Downloads have been ramping up as word has spread about our app.  We’ve seen that users are very engaged once inside the app.  Our blog outreach efforts have shown strong results, particularly the support we’ve received among fashion blogs.  Reviews at the iTunes store have been very positive as well.

    8.    What are some other iPhone apps you like?
    We like apps that break new ground.  Utilitarian apps make a lot of sense for the device.  Social apps like Facebook and twitter apps stand out.  Amazon’s ‘Remembers’ feature and Ebay’s app had people talking here.  We’re intrigued by apps that are part of a larger cross-channel strategy — apps that are not one-offs, but are coordinated across online, in-store, social networks, etc. There is a lot to be done in that space.

    9.    Are you working on any other apps for release in the near future?
    Yes.  We can’t really reveal our plans for future Apps at this time, but we’re committed to really taking advantage of the mobile channel and the iPhone’s unique ability to connect consumers to our online commerce, offline retail channels in a user-friendly way.

    10.    Who created and developed this app for you?
    We did the app creative and development in house at Ralph Lauren.

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