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Starting now, when you look at a Ralph Lauren window display or magazine ad or flier, you'll see a new kind of bar code. Scan the code (called a QR, and rather chicly techno-ethnic-looking) with your phone, and it'll take you to the Ralph Lauren website, where you can buy the clothes in the ads. Initially, the site will sell Ralph Lauren Classics alongside the new U.S. Open collection; shipping will be free. It's like scanning your own groceries, only preppier, and it's actually pretty groundbreaking.
· Ralph Lauren Mobile [Official Site]