Ralph Lauren's Rugby brand launches iPhone app for custom shirts

Rugby Ralph Lauren, launched in 2004, is an apparel and accessories brand targeted to an 18-25 year old collegiate customer. With more major brands using popular networking sites to boost sales and communicate directly with users, and the Rugby iPhone app fits in nicely.

The app comes at a time when consumers are expressing themselves and sharing their views, creativity and interest with family, friends and even strangers through various forms of social media. Buyers can personalize their shirts by adding patches that include numbers and letters. They can also upload photos of themselves, choose hairstyles, skin tones and backgrounds, and model their creations, which they can share those pictures with friends via email or Facebook.

David Lauren, senior vice president of advertising, marketing and corporate communications and Ralph Lauren's son said, "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 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."

There are eleven customized clothing combinations available for men and eight available for women. To make this app even more appealing, especially for the targeted age range, viewers will be able to rate and purchase each other's designs. The highest rating on a creation will be featured as the "look of the day" on the manufacturer's campaign channels.

The user does not have to purchase their custom creation in order to share it socially. If they do decide to purchase, there is a 72 hour review period that takes place before the transaction is completed. Once the Rugby brand team approves the design, a customer service representative will call the purchaser to get payment information and shipping info. They may also make changes to the order.

Download the Rugby iPhone app directly from the Ralphg Lauren Rubgy site: Rugby.com

source: PRNewswire
screenshot: Rugby.com