Ralph Lauren’s web video lets parents shop kids’ spring attire

A “shopable” children’s story on the apparel retailer’s web site links to products.

Bill Briggs

Polo Ralph Lauren Corp. has added a new video to its children’s online storybook clothing collection that enables parents to shop the spring apparel worn by the video’s youthful actors.

The “RL Gang: A Magically Magnificent School Adventure” is narrated by actress Uma Thurman and launched on RalphLauren.com/RLGang and Bloomingdales.com/RLGang last week. It is scheduled to appear on TheBay.com/RLGang on March 31.

The story presents each character’s personality through their individual sense of style via 17 new looks from the Ralph Lauren spring collection, the company says. Shoppers can view specific outfits in a character’s “virtual closet” and shop for similar looks. The interactive format offers “click to purchase” capabilities enabling shoppers to select and purchase directly from the story on any of the web sites.

“We are raising the bar by expanding the retail environment to new platforms,” says David Lauren, executive vice president of advertising, marketing and corporate communications at Ralph Lauren, No. 76 in the Internet Retailer Top 500 Guide.

“By delivering a best-in-class virtual shopping experience to both parents and their children, our customers can discover their style in a way that is engaging, informative and entertaining.”

Ralph Lauren will donate 15% of all proceeds from the first month of sales of the spring 2011 children’s collection on RalphLauren.com to Room to Grow—a charitable organization chosen by Thurman. Room to Grow provides parents raising babies in poverty with one-on-one parenting support and essential baby products during their children’s first three years of development.

Tikatok.com, a children’s publishing tool owned by Barnes & Noble Inc., produced a printed hardcover version of The RL Gang story. The book is available for $16.95 at BarnesandNoble.com and at select Ralph Lauren stores. Tikatok.com will publish the book in 12 languages and offer readers the opportunity to personalize it. BarnesandNoble.com will also have a digital Nook Kids Book edition to read on Barnes & Noble’s Nook Color e-reader, and on the Nook Kids for iPad app. All proceeds through May 31 from the Nook Kids Book will benefit Room to Grow.

Coinciding with the launch, Ralph Lauren is hosting a contest to find a child to be cast in a future installment of the RL Gang. The contest, which is located on the RL Gang tab on Ralph Lauren’s Facebook page, will allow parents in the U.S. and U.K. to upload a photo of their child and share it with friends and family, who can vote for their child. The winner will be chosen from the group of children with the most votes, and flown to New York and cast as a member of the RL Gang.


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