Blog: Polo Ralph Lauren takes a leap into 4D
Leonie Barrie | 11 November 2010
Polo Ralph Lauren last night wowed crowds in London and New York with an incredible 4D sound and light show designed to celebrate the tenth anniversary of its US e-commerce site and the launch of the UK version.
Describing the event as "The ultimate collision of fashion, art and technology," advanced architectural video mapping technology was projected onto the façade of the firm's flagship locations on Madison Avenue and Bond Street to give a visual seven-minute journey through the world of Ralph Lauren.
Larger-than-life models, Polo players four stories tall, and iconic accessories such as the Ricky Bag, ties and belts all appeared to wrap the length of the building. The installation also gave the illusion that images were extending beyond the building and floating out into space toward the audience, complete with music and wafts of perfume.
While it might all sound very grandiose - not to mention extravagant - the company is taking giant strides into the digital space. Led by the founder's son David Lauren as senior vice president of advertising, marketing and corporate communications, it really is pioneering what he calls "merchan-tainment," the fusion of commerce with entertainment.
Other innovative platforms already in place include an iPhone application to view the catwalk shows, an interactive virtual store, a 'Make Your Own' Rugby shirt, and mobile commerce using quick response bar codes in its advertisements, store windows and mailers. And in 2006 the company introduced its Interactive Windows shopping experience which let customers order items from its window displays by using touch-screen buttons to select colour, size and style.
For anyone who's sceptical that the digital space has yet to prove itself, take a look at the company's figures. Polo Ralph Lauren has just raised its full-year sales and earnings outlooks after booking a 16% jump in second quarter profit to $205m, with revenues climbing 11% to $1.5bn. Even more impressive, online sales surged 21%.
And as for the 4D extravaganza, click here to see for yourself.
Confirmation that digital supply chains are top of mind for apparel industry executives came last week with the latest plans from global sourcing specialist Li & Fung....
As a barometer of the issues top of mind for apparel sourcing executives, it is hard to beat the annual Prime Source Forum in Hong Kong. ...
Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...
The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...
- Rana Plaza four years on – Timeline of change
- Using worker surveys to drive supply chain change
- Trump and Brexit get a dose of pragmatism
- Where does VF supply chain sit in growth strategy?
- Industry groups reaffirm commitment to Bangladesh
- Inditex, Adidas and Patagonia top ethical report
- Calls for supply chain transparency standard
- US textile industry applauds Trump executive order
- Amazon wins on-demand apparel manufacturing patent
- US Q1 in brief – Steve Madden, Skechers
- Global market review of denim and jeanswear – forecasts to 2022
- When Things Go Wrong - A Practical Guide to Managing Common Problems in Apparel Sourcing
- Myanmar - ISA Country Report
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Clothing Market in the Top 5 American Countries to 2021 - Market Size, Development, and Forecasts