Ralph Lauren Using QR Codes To Promote Mobile Site

Ralph Lauren has entered the realm of mobile recognition, with the introduction of QR codes on various print and window advertisements that’s meant to drive traffic to its new mobile site.  The codes require a user to have QR software on their mobile devices, which I’ve mentioned I don’t like before.  

Why wouldn’t a company as procaimed as Ralph Lauren not opt for a more universal method such as image recognition?

[Via PSFK]