Ralph Lauren continues its “Next Great Chapter” strategy with the launch of eComm in Australia
Ralph Lauren Corporation has confirmed its commitment to expanding into the Australian market by launching a dedicated Australian e-commerce site.
The site, which went live yesterday, is the brand’s first digital platform in Australia and is home to collections such as Ralph Lauren Purple Label, Ralph Lauren Collection, Polo Ralph Lauren including childrenswear and Lauren Ralph Lauren.
The website launch comes after the brand opened a Polo Ralph Lauren store in The Rocks earlier this month.
“The opening of the online store builds on our targeted expansion across Australia as part of our Next Great Chapter strategy to deliver long-term sustainable growth and value creation,” the brand said. in a press release.
The digital store brings Ralph Lauren to customers across Australia and offers them the ability to shop the collection without having to visit one of the brand’s local stores or concessions.
To enhance the customer’s online shopping experience, the Ralph Lauren website offers live chat, allowing customers to access information and assistance when needed.
The website also offers customers a gift service that includes a personalized message wrapped in tissue paper and beautifully arranged in a Ralph Lauren box with a ribbon.
Customers can also immerse themselves in the “World of Ralph Lauren” content hub, which features brand stories and information.
The site is then set to launch Virtusize – a virtual fitting platform that allows them to compare sizes, virtually try on items and build a wardrobe online – in April.
In June, Ralph Lauren’s website will then launch click-and-collect, while later this year the site will launch the brand’s CYO experience, which will allow customers to personalize apparel and accessories with print and custom embroidery.
Additionally, Ralph Lauren will expand the footwear and accessories offering to all brands available across Australia through the online store.
The site also offers free delivery across Australia on orders over $200, e-gift cards and a buy now, pay later payment method at checkout.
Following the launch of the online store, Ralph Lauren will open its first flagship store in Chadstone on April 4th.