Ralph Lauren Corporation has firmed its commitment to expansion in the Australian market, launching a dedicated Australian eCommerce site.
The site, which went live yesterday, is the first digital platform for the brand in Australia and houses collections including Ralph Lauren Purple Label, Ralph Lauren Collection, Polo Ralph Lauren, including childrenswear and Lauren Ralph Lauren.
"The online store opening builds on our targeted expansion across Australia as part of our Next Great Chapter strategy to deliver sustainable long-term growth and value creation," the brand said in a statement.
The digital store brings Ralph Lauren to customers across Australia and offers them the chance to shop the collection without having to visit one of the brand's local stores or concessions.
To enhance the customer's online shopping experience, the Ralph Lauren website features live chat, giving customers access to information and assistance when needed.
The website also offers customers a gifting service which includes a personalised message wrapped in silk paper and beautifully arranged in a Ralph Lauren box with a ribbon.
Customers can also immerse themselves in the 'World of Ralph Lauren' content hub, which features the brand's stories and information.
The site is then set to launch Virtusize - a virtual fitting platform that allows them to compare sizes, try on items virtually and create an online wardrobe - in April.
In June, the Ralph Lauren website will then launch click-and-collect, while later this year, the site will launch the brand's CYO experience, which will allow customers to personalise apparel and accessories with custom printing and embroidery.
Further, Ralph Lauren will be expanding the shoes and accessories offering across all brands available Australia-wide through the online store.
The site also offers free Australia-wide shipping for orders over $200, eGift cards and a buy now, pay later payment method at checkout.
Following the launch of the online store, Ralph Lauren will open its first emblematic store in Chadstone on April 04.