Ralph Lauren discovers web, designs collection for Wimbledon

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Gone are the days when you actually had to step foot inside a store to buy your favourite designer threads and I’m not just talking about online shopping. Ralph Lauren is helping to change the way in which we shop by introducing a 24-hour interactive shopping window outside his London flagship store in New Bond Street specifically for his Wimbledon range. Last year, Lauren sign a five-year contract to be the official outfitter for the tennis tournament.

To celebrate his second year, the label installed a 78-inch touch screen allowing customers to browse and purchase items. Contact details are entered into the system to arrange delivery, however no payment is made via the screen; a store representative will contact you the following day to complete the transaction.

Too scary for you? The Wimbledon range is also available in selected Ralph Lauren stores and online at Polo.com.