Ralph Lauren

Agency: Razorfish  Client: Ralph Lauren  Role: Experience Lead

This app will enabled consumers to make their own Rugby directly from their iPhones. Consumers could then customize with patches, share and order their own Rugby styles within the app. This coincided with the creation integrated 360-degree retail innovation platform that engages the customer through mobile, in-store kiosks and outdoor display content via interactive store windows, and online.

The app aligns with the way consumers are expressing themselves and sharing their views, creativity and interest with family, friends and even strangers. Enabling customers to create, customize and define how they are using the technology to drive their own social currency and relevancy amongst their peer group is a key differentiation point for the app.

"Our goal is to put the fun and innovative lifestyle of Rugby into the hands of our customers and allow them to integrate their own personal style into their clothes. iPhone(TM) provides us with a unique opportunity to engage the consumers with a truly, customizable platform to create and share their personal connection to the brand," said David Lauren, senior vice president of advertising, marketing and corporate communications.