Polo Ralph Lauren tries m-commerce on for size

Lifestyle and fashion firm Polo Ralph Lauren announced plans to launch a luxury mobile commerce website enabling consumers to purchase the company's products by snapping camera-phone photos of special advertising codes. Polo Ralph Lauren will be post the codes in its print ads, direct mail and instore window promotions--fashionistas who download the necessary mobile software will be directed to the new mRalphlauren.com site, where they can shop, screen tennis-themed videos and read company content. The apparel maker will launch the mobile site in conjunction with its sponsorship of the annual U.S. Open Tennis championship, which begins August 25.

For more on the Polo Ralph Lauren m-commerce effort:
- read this Red Herring article

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