The RL Gang – cute and clever

Ralph Lauren Childrenswear’s shoppable online storybook is not only adorable, but it ticks the boxes for winning ideas in digital retail at present.

Interactive, check. Entertaining, check. Integrated with commerce, check.

The RL Gang: A Magically Magnificent School Adventure, as it’s called, provides users with the ability to both interact with the content through exploration, and shop directly from it, all the while bundled up with a creative narrative from award-winning actress Uma Thurman.

The second in its series, it showcases 17 new looks from the brand’s spring/summer 2011 collection. Each character featured can then be clicked on, leading through to a “virtual closet” of similar looks for discovery.

“Click to purchase” capabilities then allow consumers to purchase pieces directly from Ralph Lauren, Bloomingdales and The Bay websites.

David Lauren, executive vice president of advertising, marketing and corporate communications, said the aim was to be engaging, informative and entertaining.

“The experience was really [conceived] as a shoppable story book, but we didn’t want them to just shop by template. Beyond being able to shop the video while the story is going on, you can also go into the closet of any character,” he said.

“I love the concept of the gang. I love the friendship and spirit, the diversity of the clothing, the eclecticness of Ralph Lauren style. It shows that boys and girls can dress up or down, they can be sporty or elegant.”

The initiative follows in the footsteps of the brand’s other digital launches including its 4D sensory experience last November. Read more here: The ultimate collision