‘New milestone’ in data intelligence for Ralph L - sportstextiles: Lea SportsTextiles

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‘New milestone’ in data intelligence for Ralph Lauren

05/11/2019
As part of its strategic priority ‘Lead with Digital’, luxury brand Ralph Lauren has launched digital product identities (IDs) for tens of millions of its products, starting with the Polo brand. 

Scanning the digital ID on the product label with a smartphone allows consumers to confirm whether their purchase is authentically Ralph Lauren, as well learning about the product detail and receiving styling tips. 

The reassurance of authenticity provided by the technology aims to help combat counterfeits, grey market items and trademark infringement. 

The technology also provides insight into the supply chain, enabling real-time visibility to track products from the point of manufacture, reportedly aiding efficiency around orders and improving inventory management. 

Chief innovation officer David Lauren said: “The application of this technology means every Polo product will be ‘born-digital’ which represents a new milestone in data intelligence innovation in our sector.” 

The digital product IDs are hosted on an agile platform and, as the program scales, new features are being explored. 

Digital product IDs are being phased into all Polo Ralph Lauren products, and are currently available for certain products in selected retailers and online.


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