Branded Apps and Luxury Fashion

8/8/2019 Branded Apps and Luxury Fashion

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Branded Apps & Luxury Fashionwww.digital.exicon.mobi

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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This report was brought to you by

Exicon Digital. Exicon Digital is a

hub for brand marketers & agenciesto get everything they need to build

successful integrated mobile

campaigns. Find out more at

hp://digital.exicon.mobi

Visit our website to download a

copy of this report and subscribe toreceive other industry reports.

hp://digital.exicon.mobi/reports

Other updates for brands will be

available soon for the following

industries.

Together with leading local brands, agencies

and developers, you’ll hear first‐hand frompeople who have been in the trenches. You’llalso be able to discuss how to apply the

learnings to your brand as well as meet the

relevant people who can make it happen.

Let us know which ciCes you’d be interestedin aending and we’ll be in touch when

we’re in your neck of the woods.

Go to

hp://digital.exicon.mobi/new/expediCon.php

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

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Branded Apps and Luxury Fashion

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