This summer I was writing about QR codes not really knowing when they would break into mainstream media here in the US... To my delight, the October issue of GQ featured a Ralph Lauren ad with a big ol' QR code right in the bottom corner.
While it's true that QR codes are fairly common in culture pubs like Nylon and XLR8R, seeing one in a mainstream mag like GQ was pretty cool. While it's hard to say when QR codes will become more common, we should start planning now on how best to use them. (And when they do become common, I really hope someone will have done something about their design...)
Beyond this, I was happy to see that the marketer who had early courage to use QR codes in a mainstream pub was Ralph Lauren. 'Happy' because they are fantastic marketers to discuss...:
RL has successfully diversified their brand, up and down the consumer buying chain, without losing their sense of luxury. The brand is also, amazingly, seen as an aspirational purchase to each consumer segment at every level: casual wear, sportswear, business wear, formal wear.
Their degree of diversification is amazing when you think about it... I mean, find me another clothing company whose products can--at the same time--be lying on the ground getting stepped on at TJ Maxx (Chaps) while also retailing for $4,000 at Neimen's (Purple Label). Added to that, all their brands command premium prices at retail over other clothing typically surrounding them.
My hypothesis as to why:
It's a shining example that a brand can indeed be one thing to very different people (in RL's case: successful, Hampton/California lifestyle) if the aspirational component of their brands are tailored to reinforce the unique worldviews of each consumer buying group.
"Aspiration" to the Chaps consumer looks & feels different than it does to the Black Label consumer. And my guess is, it's far more likely that a Black Label buyer would use a QR code over a Chaps buyer.
Be sure, it's working for RL: Their latest quarterly earnings had retail sales at +9%, profits at +7.8% and revenues at +4%.
Here's another interesting use of QR codes to take note of. It seems as though Apple is making use of the technology as an aid to design.
Apple has notoriously omitted a user-replaceable battery where most companies will print the serial, IMEI, etc. The original iPhone had that information printed on the back of the phone but the newest iPhone, the 3G model does not. Generally one would be able to get the serial from the box, the receipt, iTunes (when plugged in) or the info menu of a working phone. It looks great to have a sleek shiny back on the iPhone 3G but it's a little tough to get product info if the iPhone is dead or disabled.
Apparently Apple incorporated QR codes to assist those in the know. Thanks to you John, I'm one of those now.
http://gizmodo.com/5051823/apple-iphone-3g-hides-secret-qr-codeest incarnation of the iphone
Posted by: Andrew Agalsoff | October 15, 2008 at 02:28 PM
excellent. that's really interesting... had no idea that apple was using them on products. (and a great use of QR codes it appears to be.)
thanks for reading and thanks for the comment, Andrew! very cool. happy to hear the conversation around QR codes has been helpful... once you know about them it sure is exciting to see QRs pop up throughout society and learn how organizations are choosing to use them...thanks or adding to the post!
Posted by: John Drake | October 17, 2008 at 07:21 AM