I’ve been reading tweets from the BlogHer conference all week and kept hearing the buzz about Ralph Lauren’s digital marketing brilliance, but when I saw that the brand created a digital children’s book that was shoppable my jaw kinda dropped.
While this book looks cute and whimsical, it has marketing engrained in it from start to finish. The 8 kids in the story are dressed in Ralph Lauren kids gear, hoping to make their mark on the young child mind. I’m all for merging digital with traditional, and I think it would be a great idea to make magazines shoppable (such as Nylon’s iPad app), but a shoppable children’s book is a little intense. I guess you could say they are starting early in the brand advocate cycle, but Im not sure if young children can or will appreciate the designer status and construction of Ralph Lauren clothes.
Even though I’m a little weirded out by this “virtual shopping children’s book”, I have to recognize Ralph Lauren as fearless in testing new ideas and pushing fashion marketing to the edge. I admire David Lauren and his team for creating innovative ways to reach its consumers or “future consumers” in this case.
Check out more details at WSJ. Ralph Lauren story-time starts August 18th.
Ralph Lauren Bedtime story? RL creates the first shoppable children's storybook. http://budurl.com/2rre
Wouldn't u rather shop than read ur kid a bedtime story?1st shoppable children's storybook -by Ralph Lauren ofcourse! http://budurl.com/2rre
Does this weird anyone else out? – Ralph Lauren virtual shopping children's storybook. http://budurl.com/2rre