Ralph Lauren plans to enter the Japanese market but rather than open up a traditional store, they’re opting for a completely digital approach! The brand is setting sail for the Asian market with the launch of their first ever digital flagship (pun intended). The new store will carry select items, including the fall/winter 2012 collection.
Although the site isn’t up and running yet, you can still check out the homepage here! For those eagerly anticipating the launch of this store overseas, Ralph Lauren is encouraging customers to leave their e-mail with the promise that they will be one of the first to have access to the online store. Early access will also give customers the opportunity to purchase limited-edition items unique to the japanese e-commerce site. The brand was also quick to take on another digital strategy and is encouraging fans to sign up for updates about the site via it’s Facebook page.
The fact that a brand is able to bring their product to a completely new market without ever actually opening up a physical store is just another thing that amazes us about digital fashion. We can’t wait to see how this works out for the brand, but we’re pretty sure they’re going to be nothing short of successful. After all, it’s a pretty hard task to find something we don’t like in the Ralph Lauren collections. Let us know what you think of this digital flagship concept @FASHIONOTES!
[LD]
