From tomorrow, you’ll want to log on to Ralph Lauren’s website to check out a new shoppable storybook narrated by the one and only Uma Thurman. “The RL Gang: A Magically Magnificent School Adventure,” will feature 17 looks from the Spring 2011 Ralph Lauren Childrenswear collection. If while reading you find yourself falling in love with this look or that, it’s a one click buying system. It doesn’t get much easier than that. As an added bonus, 15% of all proceeds from sales in the first month will be donated to “Room to Grow” – a program for poverty stricken parents which provides one-to-one parenting support.
“We are raising the bar by expanding the retail environment to new platforms,” said David Lauren, Executive Vice President of Advertising, Marketing and Corporate Communications. “By delivering a best-in-class virtual shopping experience to both parents and their children, our customers can discover their style in a way that is engaging, informative and entertaining.”
For those mothers who think their little one is the cat’s meow, Ralph Lauren is hosting a USA/UK search for a new member of the RL Gang who will star in the next installment of the online books. The contest will be conducted via Facebook where parents are encouraged to upload a picture of their child. The picture with the most votes wins, will be flown to NYC and cast in the next RL Gang storybook.