Last year, I was fortunate enough to meet with the amazing company, Ralph Lauren and get the preview of the Fall 2010 RL Gang storybook which was narrated by Harry Connick Junior. This year, they have a new voice – John Legend!
This fall, Ralph Lauren Corporation expands its online shoppable children’s storybook collection with the introduction of The RL Gang: An Absolutely Awesome School Adventure. Showcasing the Fall 2011 Ralph Lauren Childrenswear collection, the new RL Gang video is narrated by Grammy® Award-winning recording artist and philanthropist John Legend in support of the Show Me Campaign. The storybook launches globally August 18 at RalphLauren.com/RLGang, Bloomingdales.com/RLGang, and bn.com/RLGang and September 5 at TheBay.com/RLGang.
The storybook unveils each character’s personality through their individual sense of style by showcasing 16 new looks from the fall collection. If a customer likes a certain outfit, they can choose to view that character’s “virtual closet” to shop similar looks. The interactive digital format offers “click to purchase” capabilities allowing shoppers to select their favorite fashions directly from the pages and purchase instantly through RalphLauren.com/RLGang, Bloomingdales.com/RLGang and TheBay.com/RLGang.
The Company will donate 15% of all proceeds from the Fall 2011 Childrenswear collection’s first month of sales on RalphLauren.com to the Show Me Campaign—an organization that fights poverty using proven solutions. The Show Me Campaign supports education reform in the United States and provides clean water, health care, education and other basic tools in Africa.
“It’s exciting to work with Ralph Lauren to support my foundation, the Show Me Campaign, which works to break the cycle of poverty through education,” said John Legend.
Ralph Lauren has again partnered with Tikatok.com, the award-winning children’s publishing platform owned by Barnes & Noble (NYSE:BKS), to publish the printed hardcover storybook version of The RL Gang. The book will be available for $16.95 beginning August 18th and can be purchased on Barnes & Noble.com (www.bn.com/RLGang) and at select Ralph Lauren stores. Tikatok.com will offer the printed book in 12 languages and give readers the opportunity to create a unique gift by personalizing the book at www.tikatok.com/RLGang3. Barnes & Noble.com will also offer The RL Gang as a NOOK Kids™ Read to MeTM book with a voiceover by John Legend on Barnes & Noble’s NOOK Color™ and on the NOOK Kids for iPad® app. Through November 30, 2011, 100% of proceeds from the RL Gang NOOK Kids Book sales will benefit the Show Me Campaign.
For Fall 2011, Ralph Lauren Childrenswear presents a world of vintage varsity dressing in a vibrant autumn palette. For boys, classic homecoming looks inspire the ultimate back-to-school style. Rugbys, fleece sweaters and graphic tees have an old-school feel. Bright plaid shirts, chic striped wovens and luxurious cashmere are the height of preppy sophistication. Khakis and chinos are versatile for school, play and special occasions. For girls, classic patterns—from Fair Isle to plaid—get a fresh, feminine update as sweetly elegant dresses. Distressed denim, lace-edged leggings and athletic graphics keep the collection modern and cool. Fashionable outerwear includes an embellished tweed blazer, sporty down vests and new barn jacket silhouettes.
The third RL Gang virtual storybook is Ralph Lauren’s most recent technological initiative. The launch follows other innovative concepts such as the Ralph Lauren 4D digital experiences in London and New York, Ralph Lauren Legends Tennis Clinics, Lauren by Ralph Lauren online fashion shows, the “user-designed” Rugby online runway show, the Make Your Own Rugby iPhone® application, the Ralph Lauren Collection iPhone application, shoppable QR codes, the first interactive virtual store kiosk, 24-hour interactive store windows and new international e-commerce sites for RalphLauren.com and Rugby.com.