branded apps and luxury fashion
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BRANDED APPS & LUXURY FASHION
DECEMBER 2010
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Part of a series of updates on how brands across major
industry sectors are embracing mobile as part of their digital,
markeCng or product strategy.
We have reviewed over 1000 branded mobile applicaCons
and summarized the key findings and trends to give you a
snapshot of who is doing what and how.
This update focuses on the Luxury Fashion Industry.
Other updates for brands will be available for the following
industries:
• AutomoCve (available now)
• Airline (available now)
• Luxury Fashion (available now)• Sportswear
• Luxury Goods
• Retail
• Banking & Finance
• FMG
• osmeCcs• Food & Beverage
• Alcoholic Beverages
• Hospitality
To automaCcally receive Exicon’s Branded App Updates,
subscribe at hp://digital.exicon.mobi/reports
UPDATE INTRODUCTION
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Luxury fashion brands have
tradionally been reluctant to
embrace new forms of markeng.
However, some of the big fashion
houses have made great strides overthe past few years.
Reluctance stems from concerns about:
• EffecCveness of represenCng brand values
• Maintaining exclusivity
• ProtecCng the overall brand experience
Luxury fashion brands have generally played itsafe, opCng for simple and elegant mobile
applicaCons.
OVERVIEW
Key
Observaons
App
Spotlights
Future Trends
Conclusion
Shopping on mobile devices accounted for about
5% of US online sales in November, while last
year mobile shopping sales were too insignificantto measure. oremetrics via New York Times
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Apple’s operaCng system is definitely thedevice of choice among luxury brands.
Not surprising considering it is thecoveted device among fashionistas and
celebriCes alike. Our research for luxury
brands in the BlackBerry and Android
store were fairly fruitless, the only
applicaCons available being 3rd party
apps, mostly just wallpapers, icons andsome mini games.
2 The iPhone rules.
KEY OBSERVATIONS
78% Of Web Video Is Encoded To Play On
Apple Devices.
Techcrunch
LV released first set of luxury iPhone cases in July
07. Want to guess prices? The Monogram anvas
case will only set you back a measly US$250.
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3This comes across in the simplicity of themajority of luxury branded apps. Each
generally offers runway photographs andvideo footage, a slideshow of the current
season catalog, a news feed, some
background history about the designer
and a store locator. Some, like Gucci and
Diane Von Furstenberg, include a few
novel elements.
Err of the side of
cauon.
KEY OBSERVATIONS
Most shoppers sCll use their phones for finding nearby
stores or looking up reviews and comparing prices which
increasingly leads to mobile sales. Forrester Research
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Not many luxury brands have a mobile ormobile commerce‐enabled site. The top
3rd party fashion apps are either m‐commerce enabled or use GPS to locate
the nearest store along with an exclusive
offer.
Mobile sites have proven effecCve at
driving traffic and aendance in‐store,brand awareness, user engagement and
customer loyalty.
4 A lack of
m‐commerce
KEY OBSERVATIONS
Gilt Groupe has been quick to adopt apps enabling mobile
shopping. Their emphasis of limited Cme deals is perfect for
the mobile – accounCng for 10% of revenue, increasing tonearly 20% on holidays and weekends. It’s one of Apple’s top
300 apps and is available on BlackBerry and Android.
M‐commerce will reach US$119 billion in 2015,
that’s about 8% of the total e‐commerce market. ABI Research
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This is a good example of a typical luxuryfashion app. Ralph Lauren’s app includes
fantasCc behind‐the‐scenes video andphoto montages of the design and casCng
processes, archival runway footage and
interviews with the designer. Of all the
apps, its design is perhaps one of the
most elegant. However, without more
engaging elements, this app will easily bediscarded aer one use.
Ralph Lauren
APP SPOTLIGHT
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This Ralph Lauren app targeted to ayoung adult demographic, integrates
social media with fashion design andonline shopping – it works well, and is
stylish. The designs are rich‐looking and
fun, and it gives budding fashion
designers and preps a way to exert their
creaCvity on some quality are.
Ralph Lauren
Make Your Own
Rugby
APP SPOTLIGHT
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This app is essenCally a pure brandbuilding exercise with no hint of
commerce. It is a celebraCon of LouisVuion’s great adventure and is focused
on reinforcing the brand’s values and
heritage by showcasing the legendary LV
trunk via slick video presentaCons. It’s a
‘one Cme use’ app and would be beer
suited as a mobile site.
Louis Vui`on
‘100 Legendary
Trunks’
APP SPOTLIGHT
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Designed for both iPhone and iPad, thisapp has a similar look and feel to Gucci’s
website, however does include someexclusive features for the iPhone, such
‘sneak peeks’ into new fragrance and
children’s collecCon. Uniquely, this app
allows you to mix and record your own
music and listen to a selecCon of music
through the ‘Gucci Music hannel’, aconCnuous 3 hour stream. You can also
access a playlist created by Frida
Giannini, Gucci’s creaCve director.
Gucci
APP SPOTLIGHT
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While many designers with apps remainskepCcal about mobile commerce, DVF's
app allows users to shop via a "Looks WeLove" secCon or by thumbing through the
collecCons, but purchase requests are
limited to regular business hours. Unlike
other designer apps, DVF offers exclusive
DVF products to the app users and
connects the app with Facebook sharingand DVF’s twierfeed.
Diane Von
Furstenberg
APP SPOTLIGHT
"We already do so many things from our
phones, so shopping is a natural progression.”Diane Von Furstenberg to W Magazine on her app
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The iPad is inspiring marketers to becomemore ambiCous. With its large interacCve
screen, tablets like these are beersuited to luxury brand markeCng than
the smartphone, especially with their
affluent, educated, ‘early adopter’
customer profile.
FUTURE TRENDS
iPad Woos
Luxury Brands
“iPad on pace to become oneof the most popular mobile
devices in history.”Morgan Stanley
Gucci is the first luxury brand to
embrace the iPad, with not one
but two applicaons.
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Mobile is a highly interacCve mediumused for primarily personal and social
purposes. Fashionistas love to share andcomment, especially about their favorite
brands. Fashion brands need to capitalize
on this passion. A few brands like DVF
have this feature but the funcConality is
cumbersome. Luxury fashion brands are
having to learn that embracing dialoguewith their consumers can easily
emphasize and enhance the brand
experience.
Embrace Word of
Mouth
FUTURE TRENDS
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Though not a Luxury brand, Gap’s Stylemixer is a good
fashion app with added community funcCon that allows
users to share the custom looks created on the app.
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CONCLUSION
Luxury brands have put their toe in the water and found ways to leverage mobile
devices to allow for deep, rich experiences – both in apps as well as online.
The concern has tradiConally been that the brand potenCally loses its aura of ‘exclusivity’ in this arena.
However, with the rapid expansion of the iPad, marketers are being inspired to develop even more
ambiCous, creaCve applicaCons, driving the luxury fashion industry forward.
Now that luxury brands have had iniCal success, they need to conCnue integraCng mobile into their
broader campaign efforts to add real consumer value by creaCng a truly personalized experience with
the right message at the right place.
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Other updates for brands will be
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WANT TO KNOW MORE?
If you enjoyed this report,then you might be
interested in parCcipaCng inThe ExpediCon, a series of
invitaCon‐only workshops
about going mobile.
• AutomoCve (available now)
• Airline (available now)
• Luxury Fashion (available now)• Sportswear
• Luxury Goods
• Retail
• Banking & Finance
• FMG
• osmeCcs• Food & Beverage
• Alcoholic Beverages
• Hospitality