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People have recognized Ralph Lauren as a strong brand in fashion and design ecosystem. But sooner, I think people will also learn to accept this $13.5 billion fashion company as a pioneer in mobile technology implementation. Hmm, probably because of this.

Reuters via NYT has reported that Polo Ralph Lauren will become the first luxury retailer to launch a mobile commerce site. David Lauren, senior vice president of advertising and son of designer and Chief Executive Ralph Lauren has confirmed this issue.

And here is how this technology will run and work.

The apparel maker will begin placing special codes in print ads, mailings and store windows along with its sponsorship of the U.S. Open tennis tournament, which begins later this month.

Shoppers can download special software to camera-phones to scan the codes and be directed to a phone-friendly version of a Ralph Lauren website, where they can shop, watch tennis videos and read company content.

For you who still didn’t get it with this explanation, you may consider this as another way for customers to purchase Polo Ralph Lauren’s products. So instead of scratching your credit card on its machine, you may just press some specific buttons in your cellphone to do that.

As far as I know, Japan is the most prepared country to adopt this technology. In Japan, such this method has become so common so you shouldn’t surprise when they buy train tickets or products in vending machines (a machine from which you can buy cigarettes, drinks, etc. by putting coins into it).

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Source: NYT | Dallas News