The Fashion Statement: Ralph Lauren's Children's Facebook Contest

by Kristin Young (RSS feed)
Mar 3rd 2011 at 8:00AM

Dior's ousting of John Galliano may be dominating the fashion news, but Polo Ralph Lauren's newest children's book and its online Facebook contest is something we couldn't ignore.

Today, a day after the national Read Across America event, have your kids check out Uma Thurman narrating the The RL Gang: A Magically Magnificent School Adventure on RalphLauren.com and Bloomingdales.com. You can also shop the clothes--Ralph Lauren's spring children's collection--highlighted in the book.

In addition, Ralph Lauren is conducting a contest on its Facebook page that allows parents in the U.S. and the U.K. to upload photos of their child. Friends and family can then vote on the child of their choice. The winning whippersnapper will be chosen from the group of children with the most votes, flown to New York and cast as a member of the RL Gang (pictured above).

This is Ralph Lauren's second RL Gang virtual childrens book. As I reported a few months ago, there's a big incentive for adult designers to beef up their childrenswear business. It was one of the few areas that experienced growth during the economic downturn. The company's also experimenting with other forms of retailing.

The characters in the storybook have their own unique style. If, say, your child wants to look just like the character in a ruffled seersucker or rugby dress, you can click on that character's virtual closet and expect to see other merch such as plaid and country floral dresses worn with hand-crocheted sweaters and distressed denim. There is a click-to-purchase option allowing you to shop directly from the book's pages.

"We are raising the bar by expanding the retail environment to new platforms," says David Lauren, executive vice president of advertising, marketing and corporate communications.

But the company's not in it just for the bottom line. Polo Ralph Lauren will donate 15 percent from the first month of the childrenswear sales to Room to Grow, a charitable organization chosen by Uma Thurman. Room to Grow provides parents raising babies in poverty with one-on-one parenting support and essential baby items throughout their children's critical first three years of development.

You can also purchase the hardcover book ($16.95) at Barnes & Noble.com and at select Ralph Lauren stores. Barnes & Noble will also have a digital NOOK Kids Book™ edition
to read on Barnes & Noble's NOOK Color™ and on the NOOK Kids for iPad® app.

Tags: Barnes Noble, Ralph Lauren, Room to Grow, Uma Thurman