Ralph Lauren today introduced its first e-commerce platform in the UK. The launch marks the first time that shoppers outside the US have been able to purchase Ralph Lauren products online.
The edited online merchandise assortment includes products from women's sub-brands Ralph Lauren Collection, Black Label, Blue Label, RLX Ralph Lauren and Pink Pony. Menswear includes Purple Label, Black Label, Polo and RLX Ralph Lauren. Childrenswear is available from layette to boys' and girls' sizes, while the Home collection provides a selection of merchandise from the brand's luxury homeware range.
The website follows the editorial style so popular among leading fashion e-tailers from Asos to MyWardrobe.com. Key components include a Style Guide spotlighting new trends and offering tips on how to create signature Ralph looks as well as the quarterly luxury lifestyle e-zine, RL Magazine.
While the brand has admitted its intention to introduce Lauren by Ralph Lauren, Ralph Lauren Big & Tall, and the brand's customisation range Create Your Own over the coming months, there are yet no plans to roll out either the Rugby range or the premium casualwear collection RRL which was launched at wholesale this autumn 2010.
The varsity-inspired Rugby range will be given its first UK bricks-and-mortar store next autumn in 2011. The 5,703sq ft store at 43 King Street has been taken on a 15 year lease and follows recent Covent Garden lettings to Burberry, which will also open on King Street in 2011 as well as the August openings of the world's largest Apple store and Kurt Geiger's European flagship, both on James Street.
Launched in 2004 Rugby has an archive-inspired collegiate handwriting, as seen in the pictures taken from the autumn 2011 lookbook.
To experience the Ralph Lauren e-commerce site first-hand, log on at
www.ralphlauren.com.
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