Polo Ralph Lauren Corp. (RL) has recently launched an Apple, Inc. (AAPL) iPhone application that allows users to customize the Rugby brand of shirts. The move is an extension of the so-called “merchantainment” program of the company that blends its merchandising efforts with entertainment.

Polo Ralph introduced the Rugby brand in 2004 to primarily target young adults. The new application enables iPhone and iPod touch device users to personalize the Rugby line of shirts including varsity sweaters, rugby shirts, polo shirts and hooded sweatshirts. Customers can now add patches that feature numbers and letters on their shirts, and upload their photos with chosen hairstyles, skin tones and backgrounds.

The strategic move is aimed at utilizing popular networking sites to augment sales and establish direct communication with end users. Similar moves had already been taken by diverse companies such as Dell Inc. (DELL) and Starbucks Corp. (SBUX) to supplement sagging sales.

Polo Ralph Lauren designs, markets and distributes premium lifestyle products in four categories: apparel, home, accessories and fragrances. The company’s flagship brands include Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Collection, Black Label, Blue Label, Lauren by Ralph Lauren, RRL, RLX, Rugby, Ralph Lauren Childrenswear, American Living, Chaps and Club Monaco.

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