4D Technology at Ralph Lauren Flagships Spotlights Retail as Tourism
On November 10, Polo Ralph Lauren used architectural video mapping technology to create 3-D images on the facades of its flagship stores in New York and London. The light installation was used for a seven-minute presentation that included a montage of larger-than-life sized images, including models and Polo players four stories tall, along with Ralph Lauren fashion accessories such as ties and belts that wrapped the length of the buildings. There was even a fourth "dimension"—smell—with light mists of the retailer's Big Pony Collection fragrances.
The occasion was the launch of the company's e-commerce site, RalphLauren.com, in the U.K. and the 10th anniversary of its U.S. counterpart. Beyond the public relations hoopla, the event spotlighted the trend of retail as tourism, exemplified by the Apple stores that use the selling space itself as an attraction.
E-commerce is becoming an increasing contributor to Polo Ralph Lauren on a corporate basis. RalphLauren.com's 21% sales growth during the most recent fiscal quarter "is not only a testimony to our brand strength and effective marketing strategies, but a clear indicator that consumers are increasingly interested in shopping online," said Roger Farah, the company's president and COO.
Speaking during a recent conference call, Farah said the U.K e-commerce site, which launched in October, "features bolder looks and enhanced technology that is delivering an enriched customer shopping experience." He added that the U.K. e-commerce launch was the first step in an international rollout strategy that would include France and Germany in the next year, "followed by other parts of Europe and eventually parts of Asia."
The company had strong financial performance this quarter, with $1.48 billion in sales, an 11.9% increase over the same period in 2009.
The occasion was the launch of the company's e-commerce site, RalphLauren.com, in the U.K. and the 10th anniversary of its U.S. counterpart. Beyond the public relations hoopla, the event spotlighted the trend of retail as tourism, exemplified by the Apple stores that use the selling space itself as an attraction.
E-commerce is becoming an increasing contributor to Polo Ralph Lauren on a corporate basis. RalphLauren.com's 21% sales growth during the most recent fiscal quarter "is not only a testimony to our brand strength and effective marketing strategies, but a clear indicator that consumers are increasingly interested in shopping online," said Roger Farah, the company's president and COO.
Speaking during a recent conference call, Farah said the U.K e-commerce site, which launched in October, "features bolder looks and enhanced technology that is delivering an enriched customer shopping experience." He added that the U.K. e-commerce launch was the first step in an international rollout strategy that would include France and Germany in the next year, "followed by other parts of Europe and eventually parts of Asia."
The company had strong financial performance this quarter, with $1.48 billion in sales, an 11.9% increase over the same period in 2009.