Anyone with a smart phone will know that there really is an app for everything. From playing with angry birds, to ordering your shopping, to tracking your period – yes, really! And thousands of new ideas are developed and added to our favourite app stores every day.
Many brands and organisations have set up applications as marketing tools, whether it’s an implicit game or a branded app which provides product and company information.
So it’s no surprise that those in the fashion industry, including designers, brands and retailers have also got in on the action.
But are they just jumping on the bandwagon, or are they actually providing us with useful content, product information and advice that will have a positive effect on the fashion industry?
H&M
Last week saw the launch of high street retailer H&M’s iPhone application. Overall, the app is easy to use, with a scroll through 3D gallery of this season’s products, a wish list, store finder and regularly updated promotions. However, the H&M app doesn’t have any ecommerce functionality – a big flaw when you look at what can be done with ecommerce in apps, such as the Amazon app.
My favourite high street store, Zara also has an iPhone application which eConsultancy has called “pointless” in a recent review, as it shows products but then doesn’t provide the user with any more information or the ability to purchase anything.
Both H&M and Zara could just be using the app as visual explorations of their collections, focusing solely on the great products and then pointing consumers to the stores instead of getting them to buy via their phones. But I think they’re really missing a trick - especially compared to other retailers - who are really making the most of the profitability of ecommerce through apps.
Next
In contrast, full mobile commerce functionality is used in Next's iPhone application. Users can browse through a large range of stock, get style ideas and help, find their nearest store and, finally, buy the products they’re interested in.
Similarly, the application of designer retailer Net- a-porter.com allows users to buy products on the move, create wish lists and share products and tips with friends. There’s so much information crammed into this app and it’s very easy to use.
D&G
For those interested in what designers are doing for mobile, the Chanel application for the iPhone and Dolce & Gabbana application for the iPhone have simple interfaces which showcase the latest collections. The functionality of both applications is very simplistic, focussing on the video content from the latest catwalk shows. Obviously there’s no way to buy things through this app – it just wouldn’t be in keeping with the high fashion nature of the brands – but there is a handy store finder.
For those not wanting to ‘commit’ to a certain retailer or designer, then check out Trendstop Trendtracker, an application which promises to provide users with an insight into the latest trends before they hit the streets with the help of their global forecasting team. The iPhone application from Style.com also gives an insight into future trends and provides users with a large collection of videos, cataloguing the latest fashion show highlights.
There is also a range of applications dedicated to ensuring your actual shopping experiences are as successful and stress-free as possible. The Glamour Ask a Stylist application allows users to take a photo of their outfit which a Glamour styling expert will then deem a hit or a miss. It’s designed to give those shopping on their own the trusted advice of a friend who knows her stuff. It seems a little gimmicky to me – would anyone actually do that? But still, it’s a good idea, easy to use and if you feel a little apprehensive about sending in a photo of yourself looking a state in a changing room, then you can browse through other questions and answers from the stylists.
Elle
This next application is yet to grace the UK, but I thought it deserved a mention as it looks set to be very successful. The Elle Shopping Guide application - dubbed the “ultimate resource” for designer shoppers - uses your location to determine the nearest shops to you and then gives you the address, insider tips, promotion information, photos and much more about each one.
For those in the UK, the My High Street application works in a similar way, but is much more broad and allows you to quickly locate any kind of shop and amenity, from banks to DIY stores.
The trick to a successful app seems to be accepting that they can’t all fit the same mould and developing one which is consistent to your brand. Finding a niche and providing interesting content is important, but at the same time you need to avoid getting left behind by technology-savvy brands, look at H&M and Zara.
With the development of more and more applications dedicated to fashion and retail, there will certainly be a positive impact on the industry. These applications make fashion much more accessible to people that wouldn’t have time to read up on the latest trends – myself included, I like fashion but reading about what I should and shouldn’t buy often falls to the bottom of my priority list.
Finally, applications that ultimately make it easier to shop by helping you find your way around, advising you on your outfit choice or pointing you in the direction of discounts are always going to be a hit and I think we’ll see much more of these practical applications in the near future. After all, it’s the inside track on fashion that we want, not a replicated catalogue.
H&M image via Apple Store
Next image via App Advice
D&G image via Apple Store
Elle image via Apple store