Article

Mobile Monday: Ralph Lauren

This retail app has no instructions ... because it doesn't need any.

April 24, 2011

Mobile Mondays is a weekly column on mobile apps by retail customer experience authority Mike Wittenstein. Each week, you'll get a test drive of a leading retail app including pictures of key features and commentary on what works—and what doesn't. If you want your store's app reviewed, please send a request to mike@mikewittenstein.com.

Quick Summary

The Ralph Lauren Collections App shares the here-and-now and the soon-to-be from the world of fashion with customers. This app makes you feel like you're the first one to see what's new. That's done by combining traditional retail content with unexpected 3D and video effects, visual and text backstories, and a simple but elegant user interface that makes moving through the application easy.

Review

Like a mini magazine with full-motion video you can hold in your hand, this Ralph Lauren app does one thing well: It keeps its customers informed of the latest fashion trends. The app doesn't promise to be a full catalog of all the company's products. Think of it as a look book.

The app makes a statement right off the bat with full-motion video models walking side by side toward you.

The menu offers only six choices.

The video shows excerpts from the 2011 spring fashion show.

The "looks" section starts with nine spring ensembles. Touch a picture to get more detail. Touch the "I" button for more info, and the email icon to share details with a friend.

The app has no instructions. It's so simple and intuitive to use, it doesn't need any.

The Trend Report offers a swipe-to-advance pictorial with light copy that explains the season's collection, its rationale, and how to assemble your own look.

The Backstage Story gives customers a feeling for what goes into Ralph Lauren's products and an appreciation for all the work that it takes to make something of lasting quality.

The last item to select is the Ricky Bag. It's a signature Ralph Lauren handbag style. A subtle 3D spin presents the bag in a compelling way. This app never overuses special effects. Each one is selected to best present merchandise, never to grab attention.

Included in the handbag section of the app is the backstory on the Ricky Bag. How it got its start, why it remains so popular, how it's made, and how it got its name are addressed.

Ralph Lauren sweats the details even when it comes to helping you find the closest store. From a scrollable Mercator projection of the globe to the phone number of the store closest to you right now, the interface remains easy to use and elegant at the same time.

Summary

For people who consider fashion a language, this app is its dictionary. In six features and less than 10 minutes of content, this app succeeds at portraying the essence of the Ralph Lauren brand, gives its customers a "look book" for the coming season, and makes buddy shopping easy.

What's Good

• The signature Ralph Lauren photography is stunning—even on an iPhone 3GS without the retina (high resolution) display
• There are no instructions—none are needed
• Video is used to present the merchandise, not display it

What's Not So Good

• The content is limited, but the app doesn't promise to provide everything.

What I Would Do

• Offer an "ask the designer" feature and use the content as social media conversation starters
• Show the insides of the handbags and include an estimate of how much "stuff" will fit
• Customize the experience by asking about upcoming trips, and then suggest non-traditional items for that customer based on geography and time of year. For example, a raincoat for travel to London for someone who lives in South Florida.
• How about a version for guys?