What is that bar code in the Ralph Lauren window display or magazine ad? It is Ralph Lauren breaking into mobile commerce, m-commerce. Scan and download the code (called a QR, and rather chicly techno-ethnic-looking) with your phone, and the site m.ralphlauren.com allows a mobile phone user to enter the Ralph Lauren website, where you can buy the clothes in the ads. All the shopper needs to do is type in his credit card information, shipping address and billing address.

Ralph Lauren is the first American luxury retailer using the QR technology, which is already popular in Asia and Europe. U.S. cell phones do now come with the necessary reader software.

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Initially, the site will sell Ralph Lauren Classics alongside the new U.S. Open collection; shipping will be free. The merchandise will expand in the coming months.