Connect
To Top

Customize a Ralph Lauren Rugby with an iPhone app or interactive store window

Ralph Lauren has been on the cutting edge in their use of technology for a long time.. This past Thursday their Rugby brand launched their latest effort called ‘Make Your Own’ that includes an iPhone application and interactive window at their store in Greenwich Village.

Rugby1

The iPhone application lets you create their own Rugby shirt directly from their iPhone by choosing from a variety of shirts, patches. letters and adornments to make your own unique creation. If are having trouble finding your inspiration you can browse and purchase other peoples creations as well. The app also smartly uses Facebook Connect so you can post your creations to your Facebook feed. The coolest feature is that you can see how the newly created shirt will look on you by uploading a photo. With all of that finished you can then purchase the shirt and/or post it to the gallery to inspire other people.

Rugby2

The interactive store windows spot a large iPhone and the experience is pretty much a simplified version of the app to make it easier to use in that format. I like this better than their previous interactive store windows for two reasons. First is that it is an interactive experience unlike the passive experience that was created with QR codes. Second is that you can participate in the brand experience of customizing a shirt day or night and when you are finished you can leave your design on the store window for passerbys to see.

Of all the work that Ralph Lauren has done over the years to push the boundaries of technology in high end retail I think this work is their best.  They were the first major American retailer to use QR codes but that technology never caught on because QR cods are never going to be part of the technology landscape used by the mainstream American consumer. It will always be relegated to niche promotions like the old Ralph Lauren store windows and the recent Kidrobot Dunny launch. American’s are going to completely bypass technologies like QR codes that were created during the pre-iPhone era in favor of mobile applications that offer a richer experience. In this case the iPhone app will get me to finally buy a custom Rugby because I am a design freak who wants to obsess over every detail of the shirt and that just wasn’t something I wanted to do for n hour in the store.

You must be logged in to post a comment Login

Leave a Reply

More in Design & user experience

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Thanks to @the_villainess for an amazing work in progress shot of the soon to be crown jewel of our collection - a huge (8' wide) commission from @tristaneaton based on the lives of @thechiclibrary and I. Can't thank him enough knowing how busy he is and I'm SO F*CKING EXCITED!!! #streetart #streetartist #streetartnyc #streetartofficial #tristaneaton #tristaneatonart #tristaneatonmural  @visionaireworld X @louisvuitton from back in the day when Kidrobot actually made art toys #louisvuitton #lv #kidrobot #visionaire #visionaireworld #monogram #louisvuittonmonogram #murakami #takashimurakami  Got a vintage @huckgee Skullleader as a new addition to the collection #urbanvinyl #huckgee #mech #robotech #robot  @thechiclibrary in full effect at New York Fashion week for the photographers tonight in @ika_editions @blackscale and @tomford #nyfw #newyorkfashionweek  Forgot to mention I got to see @huckgee new Skullhead mech work in progress which I think is one of the best pieces he has ever done. I already put in dibs on at least one. #huckgee #huckgeeskullhead #urbanvinyl
 Extremely honored to have been chosen by @ghoshal and @erondu to join 25 design leaders from AirBnB, Uber, Facebook, Slack, Google Ventures, IDEO and more for High Resolution, a 25 episode video series on design. Look for my episode focusing on creativity and leadership coming soon. @highrespodcast #creativity #leadership #design #podcast  Spent the morning with @the_chris_buck new book Uneasy which is a fantastic look at the work of one of the most creative people I know. Get your copy at chrisbuckuneasy.com #chrisbuck #photography #photographer #portraitphotography #portrait #portraits  Some days I feel like I should wear this @huckgee armor to work. #huckgee #urbanvinyl #mech #armor #toy #kidrobot #dunny  If you listen to The #CrazyOne podcast you have @lukewessman to thank for it. He gave me the push to finally launch it and it was one of the best decisions I've ever made. He is a constant inspiration, someone who makes me want to be a better man and I always feel lucky to count him as one of my friends. Thanks for the support brother. #crazyones #lukewessman #tattooartist #lag #crazyone  @nychos under scaffolding in Haight Ashbury #streetart #streetartist #nychos #streetartofficial #streetartsf
 A pile of pugs and a @steelers blanket - what else do you need on a day off? #pug #pugs #pugsofinstagram #steelers #yinz #burghproud #herewegosteelers  FYI - it's pronounced 'art' not 'toy'. These @huckgee pieces are hand made and can take up to a year to produce. #huckgee #robotech #mech #robot #urbanvinyl  Happy Valentines Day to @thechiclibrary - love of my life fierce and true. #chic #nyfw #fashion #love  Because of Snowmaggeddon in NYC I'm having to do my meetings from home today and apparently everyone thinks they are a Creative Director in this house. #pug #pugsofinstagram #design #creativedirector #puglife #designer #dogismycopilot  @huckgee amazing work in progress #urbanvinyl #huckgeeskullhead #huckgee

Copyright © 2015 Stephen Gates