Rugby Ralph Lauren Make Your Own iPhone(TM) App on the App Store

Thu Sep 10, 2009 10:20am EDT

* Reuters is not responsible for the content in this press release.

Create, Design & Order Your Own Rugby Through New Rugby App

NEW YORK, Sept. 10 /PRNewswire-FirstCall/ -- Polo Ralph Lauren Corporation
(NYSE: RL) today announced an addition to their Ralph Lauren Collection App
with the launch of the Rugby App. This unique app will enable consumers to
make their own Rugby directly from their iPhone(TM) and iPod(TM) touch.
Consumers can customize with patches, share and order their own Rugby styles
within the app.

Following up on the successful launch of and, Polo Ralph
Lauren has launched another integrated 360-degree retail innovation platform
that engages the customer through mobile, in-store kiosks and outdoor display
content via interactive store windows, and online.

The app aligns with the way consumers are expressing themselves and sharing
their views, creativity and interest with family, friends and even strangers.
Enabling customers to create, customize and define how they are using the
technology to drive their own social currency and relevancy amongst their peer
group is a key differentiation point for the app.

"Our goal is to put the fun and innovative lifestyle of Rugby into the hands
of our customers and allow them to integrate their own personal style into
their clothes. iPhone(TM) provides us with a unique opportunity to engage the
consumers with a truly, customizable platform to create and share their
personal connection to the brand," said David Lauren, senior vice president of
advertising, marketing and corporate communications.

Users will enjoy one of the most unique interactive app experiences available
via iPhone(TM) OS 3.0, including new, innovative customization opportunities
and cross platform shareable functionality.

Features include:

    --  Consumers can choose a standard experience or a more creative
        that allows them to customize their Rugby shirt with iconic Rugby
        patches - including the new alphanumeric and varsity patches --
        and however they like.
    --  Also unique to this app is the opportunity to create the perfect look
        that compliments not only the customers' personality, but also
        physical appearance - for the first time a luxury retailer has created
        an app that provides a complete customization process and 'order
        your creation' capability. Users can upload their own photo (or use
        a default model image), change the color of the body and tone of the
        skin color, choose a hairstyle, and create a custom background so that
        they can model their shirt against a lifelike image of themselves for
        the ultimate "Make Your Own" experience.
    --  Create, design and SHARE - users will be able to share their look
        platform via Facebook Connect, via email, or within the Rugby Gallery,
        which will distribute the look to, the interactive store
        windows, and within the app.
    --  Consumers can view all creations in the "Make Your Own Rugby
        Gallery" as well as rate and purchase each other's looks. The
        creation with the highest rating will be featured as the "look of
        the day" in the gallery.

    --  Those passing by Rugby stores in select markets can preview all of the
        designs via the interactive store windows. Through the interactive
        screen interface, consumers can scroll through all of the designs to
        preview, rank and purchase their favorites.

The Rugby App will be available for free from the App Store on iPhone(TM) and
iPod(TM) touch or at


Rugby Ralph Lauren is an apparel and accessories brand targeted to an 18-25
year old customer. Casual campus style meets downtown/urban prep at Rugby.
Rugby's authentic rugby shirt is the signature of our brand, a symbol of our
classic, sporting heritage.

Rugby offers apparel and accessories for everyday wear -- rugbys, polos,
chinos and oxfords and unique pieces like jackets, denim, dresses and
outerwear -- at the edge of prep. Rugby is for the individual with a style
that is youthful and at times, irreverent.
The Rugby story began in October 2004 with our first store on Newbury Street
in Boston. Today, Rugby has 11 stores from East Hampton to San Francisco with
a flagship at 99 University Place, New York City, an ecommerce site at as well as mobile commerce at

SOURCE  Polo Ralph Lauren Corporation

Kendra Bracken-Ferguson, +1-212-583-2311, or Ryan Lally, +1-212-583-7116, both
for Polo Ralph Lauren Corporation
Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.