Since the SS14 fashion week season began in New York earlier this month, luxury brands have been busy releasing iOS apps in a bid to capture the ever-increasing opportunities presented by mobile commerce.
Here are three apps, each with a slightly different approach, that have caught our eye:
Net-A-Porter’s Netbook App Creates a World of Social Commerce
Online luxury retailers Net-A-Porter launched their new mobile app, The Netbook, to coincide with the SS14 collections at London Fashion Week. The app, initially invite-only to target key fashion influencers attending LFW, aims to bring together Net-a-porter Live (the live feed that shows what shoppers are buying in real time) with stock available on Net-A-Porter.com to create a community of like-minded customers.
The Netbook iPad and iPhone app adds a social layer to the usual e-commerce experience, users are invited to create a Netbook profile from which they can follow other users and like looks and products shown in the real-time, Global Feed.
Sarah Watson, Net-A-Porter’s group mobile manager, revealed that the app was inspired by research that showed “our customer likes to be inspired by other people, whether it’s their friends or celebrities.” Users can filter results in the Global Feed by choosing to view results only from those they’ve followed in order to check out what looks they’re loving in the ‘Admiring Feed’.
The tricky task of creating a platform that straddles the worlds of social network and luxury has been key to The Netbook’s creation. “It has to be a good experience and feel like luxury” Watson clarified, “The team will invite editors, stylists, bloggers, models, street-style stars, brands and VIPs that they meet at shows or at parties, which will make sure that the most influential people in fashion are involved from the start.” Recommendations from high-profile bloggers and celebrities have been shown to have a significant impact on purchasing decisions making Net-A-Porter’s attempt at social commerce appear a timely and smart move.
Window Shop Luxury Stores Around The World
Launched in time for the conclusion of New York Fashion Week, Turnhills Window Shopping app for iPhone and iPad lets users indulge in virtual window-shopping at some of the world’s top luxury stores from the comfort of your mobile device.
The app’s founder Stijn Verrezen said, “The most expensive brands – it’s really unbelievable what they do with their windows. Each time they do their window, they try to come up with something totally original. It’s almost a form of art”.
Once a user identifies an item they want they can either head to the local store at which it’s available, or choose to purchase it online. The app is bound to appeal to serious fashion followers and influencers who will be keen to keep up with the latest trends in fashion capitals around the world. Information is fed through in real time meaning that users can keep their finger on the pulse and be at the forefront of both global and local fashion trends.
Also launched to coincide with New York Fashion Week, Givenchy released their first iOS app, Givenchy Women, to offer m-commerce. Available for both smartphones and tablets, the app’s simple and chic design reflects the brand’s signature elegance. Despite the fact that Givenchy’s site is already optimised for mobile, including ecommerce, the app is provides a further streamlined experience. Studies have repeatedly shown that HNWIs are heavy-users of smartphones and tablets and this is no doubt a strategic move to capitalise on this consumer market. At present the app offers the possibility to buy from the women’s and accessories collections.