Ralph Lauren a Leader in Mobile Technology?

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Ralph Lauren is the 1st US Luxury Retailer to use QR codes. Now you can shop directly from your phone by just scanning it over 2-dimensional QR codes from magazine ads, store windows and you'll be directly linked to their website to purchase.
It's super easy and for the month of October when you shop on their mobile site and Ralph Lauren will give 100% of net proceeds to the Pink Pony Fund for Cancer Care and Research Prevention! So they're putting all the money you spend on their site for the month to a great cause.
The codes are appearing in newspapers and magazines and on billboards. In the States, Polo Ralph Lauren is pioneering the use of this technology in the fashion field. When people scan items that appear in ads—the US Open tennis tournament will kick off an initiative that includes billboards, banners and print ads marked with codes—they are connected to an e-commerce site where they can shop directly from their phones, and view the collections.
The codes extend into personal advertising, too. Semacode is collaborating with Facebook to allow users to send people they meet a link to their online profile by having them scan a Semacoded “social card.”
There are plenty more options on the way, especially as both Apple and Google, with its bar-coded Consumer Response Tag (CRT), come on board. Google is developing an open-source code reader called ZXing (still in testing), and third-party developer NeoMedia has already released a NeoReader for Apple’s iPhone 3G.
The “wow” factor will help spread demand for codes very quickly. “People are communicating in voice and SMS,” or short message service. People want a way to walk by a poster, take a photo of a code, and instantly get a movie trailer, or be able to pass a concert poster and scan a code and go to the Ticketmaster site. The industry is poised to get there, and it’s going to start happening within the next six to twelve months. Or, in the case of Polo, today.

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Source: About Ralph Lauren