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Ralph Lauren Monetizing Digital Runway

03/29/2010

Ralph has really outdone themselves with this most recent online runway show. Visitors to the site can directly buy pieces off the models while listening to commentary to editors from various magazines. These two additional qualities outshine a similar presentation done for the Rugby site last season.

RL Runway Show

Although I am impressed with this type of set-up,

I still find it hard to believe that consumers will find the editor commentary genuine. I love almost all pieces that Ralph produces, but the only-good-bordering-sycophantic nature of the speech is difficult to take. It appears that every single piece is big for this season across the board… or at least that is what they would like to have us think. It is good they mediated comments with how to integrate items into a wardrobe, but I am still yearning for something deeper.

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