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Ralph Lauren’s iPhone Exclusive Rugby App

Ralph Lauren’s iPhone Exclusive Rugby App

Ralph Lauren products often have an air of exclusivity, but a new app makes that exclusivity genuine.

The company has released Rugby MYO (“make your own”) for the iPhone. The app lets iPhone users create a custom rugby jersey with more options than are available to online customers.

Why has RL made the phone the more full-featured experience? Simple, says the company: Offering unlimited choices to everyone might create more demand than could be filled in a timely fashion while maintaining quality. Limiting this degree of customization to iPhone owners cuts orders to a manageable size (and presumably reaches people who’ll pay $200 for a rugby shirt).

Customers can put their own faces on a model using the iPhone camera, then save and share their clothing designs on Facebook. Some of those designs will also be shown on screens in Rugby stores, the company said.

The Rugby name refers to not just jerseys, but a collection, which includes polos and sweaters, which can also be customized.

Customers choose from a selection of varsity letters, patches, numbers and embroidery that can be placed pretty much where you choose (it prevents you from placing large patches where they won’t fit, for instance).

And there are limits on what you can embroider. With only eight characters, my name wouldn’t fit, for instance. My former rugby position, hooker, was disallowed as “inappropriate language.”

Rugby without inappropriate language? Now, that’s getting too exclusive.

[Thanks: http://gadgetwise.blogs.nytimes.com]

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