Global leading high-end lifestyle product retailer, Ralph Lauren has recently launched an app targeting to build a community for the label’s fans, as well as an upcoming partnership with country’s baseball team; the New York Yankees.
The latest mobile app is named Polo, which allows customers to shop featured and limited-edition products while offering them exclusive content. The mobile application will host editorial features, along with an ‘Ask Ralph’ section that gives the company’s followers a chance to post their queries for their favourite designer, a selection of which will be answered by the man himself every week.
David Lauren, Chief Innovation Officer, Ralph Lauren was quoted as saying by the Forbes Magazine, “It’s an opportunity for people who love Ralph Lauren to see the products early and get the first peek at them, but it’s also a site by, for, and about our fans.”
Notably, David also elucidated that the new app will offer some limited-edition and specially curated stuff that is not available online.
The brand is expecting to not only enhance the user experience of their existing customers by offering a unique and interactive app, but is also eyeing to attract new customers and eventually increase its customer base with the latest move.
David further elucidated that the brand has learned that it is over-indexing with youth and the Polo app pushes the brand further into the digital space, allowing it to attract a younger tech-savvy audience while offering the best of Polo with unique content which will appeal to all brand enthusiasts.
The first app-only collection features a collaborative collection with New York Yankees. The limited-edition capsule offers a satin baseball jacket, baseball cap, baseball glove, and a Rawlings ceremonial baseball.