Anna Collins is the chief operating officer of Bulletproof.
Ralph Lauren offers a look book feel to its e-commerce site.
Type in RalphLauren.com and the fashion icon’s catalog unfolds page by page, until suddenly, the pictured models come to life and start walking toward the front of the screen. Then the table of contents is featured, detailing the insides of the luxurious catalog, which include articles, interviews, videos and a behind-the-scenes look at the goings-on at Ralph Lauren. A consumer is immersed in the brand in a product category where branding is everything. “The look book is front and center, which, for a high-end brand, is important,” says Nikki Baird, managing partner at Retail Systems Research. The e-commerce site also includes the magazine published by Ralph Lauren. Stunning imagery is everywhere, used especially to make special collection pages stand out. And Ralph Lauren is a stand-out e-retailer.