More insight on what they're trying for: http://www.internetretailer.com/article.asp?id=27601
Rugby.com, up until now a brochure site, joins RalphLauren.com as the retailer’s second e-commerce site for apparel and accessories. The site will provide several interactive Web 2.0 features, including videos that let shoppers click images of garments in the videos to get more product details and the option to make an online purchase. Dynamic product videos are designed to show how apparel items fit and move on a person.
“We are thrilled to extend Rugby’s reach to a larger audience,” says David Lauren, senior vice president of advertising, marketing and communications at parent company Polo Ralph Lauren Corp. “Rugby.com presents a dynamic online shopping experience by recreating our unique retail environment in an innovative and impactful way on the Internet— we are engaging our customer like never before.”
Rugby.com’s front-end customer experience environment was developed by Ralph Lauren’s Interactive Creative Group with GSI Commerce Inc. supporting the checkout process, a Ralph Lauren spokesman says. A “Make Your Own” feature, for example, will let shoppers customize shirts with particular Rugby logos, color patterns and monograms.
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