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.
Some of just-style’s more eagle-eyed readers might have noticed a small change to the menu bar on the homepage: the addition of the word re:source. Yes it might be a small change – but it marks the co...
Over the past week just-style has continued to try to unravel the potential ramifications of Donald Trump’s election as the next president of the United States....
One event dominated the international airwaves last week, and on just-style too we took a closer look at the surprise election of Donald Trump as the 45th president of the United States....
As the Brexit roller-coaster continues to twist and turn, and the US presidential election campaign nears its unpredictable and possibly protectionist end, there's no doubt these events – and the perc...
- Traditional financing is a misfit for fast fashion
- Trump trade policy – Who knows what he'll do?
- Planning is key to an effective inventory strategy
- Why do modern robotics elude sportswear makers?
- Software for financial planning and operations
- US Q3 in brief - G-III Apparel, Express
- Esquel efficiency drive continues to boost brands
- Film documents Cambodia garment workers' stories
- Pakistan suspends India cotton imports
- Bagir exports first trousers for H&M from Ethiopia
- Outdoor performance apparel 2016: A broader perspective
- Footwear Top 5 Emerging Markets Industry Guide_2016
- Global apparel markets: product developments and innovations, October 2016
- Global market review of lingerie – forecasts to 2022
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack