Polo Ralph Lauren Sizes Up M-Commerce

Fashion conglomerate Polo Ralph Lauren has announced plans to launch a luxury mobile commerce website, according to FierceMobileContent, which will let consumers purchase the company’s products by taking cell phone photos of advertising codes.

The report said that Polo Ralph Lauren will publish the codes in its print ads, direct mail and in-store window promotions. Unfortunately, getting this to work requires interested parties to download a special mobile app. But once they do, they’ll be directed to the new mRalphlauren.com site, where they can “shop, screen tennis-themed videos and read company content,” according to the report.

Look for the new mobile site to launch in conjunction with Polo Ralph Lauren’s sponsorship of the annual U.S. Open Tennis championship beginning August 25, 2008.

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