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Premium lifestyle brand and retailer Ralph Lauren has finally launched online in the UK, and judging by the website’s home page it is planning to make an impact.

The large images represent the brand’s US heritage and the basic navigation clearly directs users to different sections of the site.

When hovering over the menswear and womenswear tabs, users are shown a drop-down menu of the different sub-brands (including Black Label and Pink Pony) represented by images - unusual for this drop-down style, which is usually text led.

After landing on a sub-brand page, users can filter product by type, such as dresses or trousers. Individual product pages then give clear fabric and fitting information and supply customer service details, as well as having a ‘You may also like’ section, which encourages users to continue shopping on the site.

Overall, the site looks good. Strong imagery is used throughout the shopping experience. The use of real models on the site may deter some customers who can’t relate to them. Its traditional representation of the brand means that the site is dedicated to the current Ralph Lauren shopper rather than trying to attract a new audience.

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