Ralph Lauren lance le Polo Tech à l’US Open

Durant les dernières années, le marche des objets connectés a explosé, prenant la forme de montres, de bracelets comme le Nike+ FuelBand ou de bagues. Beaucoup de marques s’y sont essayées avec plus ou moins de succès. L’US Open, qui démarre ce lundi 25 août, verra l’apparition d’un nouveau type d’objet connecté, développé par la marque Ralph Lauren, équipementier du tournoi.

En effet, Ralph Lauren va lancer son « Polo Tech », premier produit de sa future collection de vêtements connectés. Le « Polo Tech » va être en mesure de donner des informations biométriques à son porteur, grâce à une série de capteurs intégrés directement dans le produit et offrant dont des informations sur la fréquence de respiration, son intensité, les pas et les calories brûlées (de manière technique, le polo intégrera un ECG, un capteur de respiration, un accéléromètre et un gyroscope). Toutes ces données sont reliées à une boite noire placé au niveau des côtés et qui transmetttra les informations via Bluetooth à une application iPhone dédiée.

Mais pour le lancement du Polo Tech, Ralph Lauren a décidé d’utiliser les ramasseurs de balle pour tester l’efficacité et la durabilité de ce produit. En effet, qui d’autre que les tennismen sont soumis à des changements d’intensité et à un stress quasi constant durant tout un match ? « C’est fascinant de voir cet enfant qui est au top de sa forme et de sa jeunesse, de le voir stresser quand il est sur le point de donner une balle à Roger Federer » dixit David Lauren, Executive Vice-President chez Ralph Lauren en charge de la publicité, du marketing et de la communication corporate.

Les ramasseurs de balle porteront un polo avec le traditionnel logo de Ralph Lauren brodé devant similaire à celui ci-dessous. Une véritable révolution puisque le Polo Tech est le premier vêtement technologique produit par une marque de mode, qui a choisi le sport et l’un de ses partenariats comme plateforme de lancement.


« Tout le monde explore les montres et autres objets connectés » a dit Mr. Lauren. « Nous sommes directement allés à l’essentiel, à ce qui avait de nouveau, à savoir les vêtements puisque c’est l’objet qui nous accompagne le plus. »

Le Polo Tech est le premier chapitre d’une nouvelle histoire pour Ralph Lauren qui cherche à intégrer la technologie dans ses produits pour un usage quotidien. Dans la première moitié de l’année prochaine, Ralph Lauren présentera, aux côtés des chemises sport, des chemises classiques améliorées puisqu’intégrant cette dimension technologie. Les chemises, dont le prix reste inconnu, représenteront une portion de ce projet qui devrait générer plusieurs milliards de dollars, avec les nouvelles collections streetwear.

Il y a quelques années, Ralph Lauren avait déjà exploré l’intégration de la technologie. En effet, dans les années 90, Ralph Lauren, qui commençait son partenariat avec l’équipe olympique des Etats-Unis, l’US Open et Wimbledon, avait présenté un jean en fibre de carbone et des vestes de ski avec les lecteurs MP3 qui s’enfilaient dans les manches. À l’époque, ces vestes avaient rencontré un accueil mitigé, mais aujourd’hui, Ralph Lauren joue crânement sa chance car comme le dit David Lauren, « Nous ne sommes pas une marque preppy, nous aimons jouer avec les stéréotypes ». En espérant que cela fonctionne….

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