RALPH LAUREN REINVENTS THE HOLIDAY SEASON WITH A DIGITAL-FIRST APPROACH
This holiday season, Ralph Lauren is focused on pivoting their approach. Given the nature of the world people are living in now, Ralph Lauren is re-thinking the global its holiday strategy by creating a holistic, digital-first approach— to bring the season to life in a unique, heartfelt and innovative way. The brand has launched a first-to-market Snapchat logo scan feature for apparel to create a series of unique virtual programs across all touch points to engage consumers in new ways during the Holiday Season and beyond.
More to the point, for the first time ever, the Ralph Lauren store experience will be offered to a global audience through a unique hybrid of a brick-and-mortar and online shopping experience– the RL Virtual Store Experience.
This new way to shop allows consumers to virtually step into the elegant world of Ralph Lauren’s most iconic retail spaces around the world – in New York, Beverly Hills, Moscow, Paris and Hong Kong – and actually shop the store from the comfort of home.
In addition to the new virtual store experience, the brand is launching a virtual gaming experience and creating innovative, customizable merchandising-on-demand product.
In the uncertainty of the world today, what I find fascinating is that it is a digitally focused holiday campaign that features a family anchored in the belief that “family is who you love”, and is a celebration of optimism and togetherness and the notion that in the midst of questionable times, Ralph Lauren is reaching out for what matters most today.
Ralph Lauren aims to bring the magic of the holidays to life through a global marketing campaign that celebrates family, togetherness and unity. A series of immersive digital-first experiences. In short, the brand has cleverly reimagined holiday shopping by creating new ways to experience the brand.
The Interactive Polo Pony Scan with Snapchat
Ralph Lauren is launching a first-to-market program in partnership with Snapchat. Henceforth, this program will enable users to scan the iconic Polo Pony logo from embroidery and fabric to unlock a series of augmented reality experiences. The cool thing about it is that users will be able to scan any Polo Pony logo wherever it appears and in any medium – printed materials, shopping bags, digital executions, advertisements – and from apparel for the first time ever. Timed at the dawn of the shopping season, this innovative technology and accompanying holiday-inspired AR experience offers users the opportunity to discover Ralph Lauren all the way through point of purchase.
The RL Virtual Experience
The Ralph Lauren store experience will be offered to a global audience, through a hybrid brick-and-mortar and digital shopping experience– The RL Virtual Experience.
The good news for consumers is that it allows shoppers to virtually step into the world of Ralph Lauren’s most iconic retail spaces in New York, Beverly Hills, Paris and Hong Kong. The virtual