Reuters first reported late last month that Polo Ralph Lauren Corp has become the first luxury retailer to launch a mobile commerce site, hoping to stay ahead of a trend that is making its way from Asia to the United States, said David Lauren, senior vice president of advertising and son of designer and Chief Executive Ralph Lauren.
As has been the case with much of the new technology surrounding the cell phone boom in recent years, the U.S. has lagged behind other parts of the world and mobile commerce is simply another one. Using cell phones to buy items such as train tickets or products in vending machines is commonplace in Japan, but the trend has yet to catch on in the United States.
“We recognize that in America this is going after somebody who is more comfortable with technology,” Lauren told Reuters. “The truth is that in other countries, it’s becoming a part of their culture. The trend is coming, and as a fashion company it’s very important to identify trends and get ahead of them.”
While the trend thus far in mobile shopping has seen the 18-25 demographic take to this method in the largest numbers, Lauren added the move is not aimed at a specific age group. “This is about someone who’s interested in our brand and interested in technology, and wherever the two meet, that’s what’s appropriate,” Lauren said.
