News Column

Warm up to the coolest fashion apps!

June 19, 2014

Mishra, Manish



This month Fendi unravels myBaguette app which elevates the personalisable appeal of the iconic Baguette bag. The luxury brand has created a new tablet dedicated App that has been launched on iTunes and Google Play encouraging fans with artistic flair to create their own virtual style. Playful, vibrant and artisanal, the new App crafted for iPads and Android, consists in a white Baguette to decorate with a variety of tools, details and effects that offer a true DIY experience, all with one finger.

Today brands have realised the power of the digital-savvy consumer who wants to live stream a fashion show, take personalisation to another level and browse through the latest brand offerings with a touch-friendly interface.

Dior

Kalyani Chawla, VP, Marketing, Christian Dior Couture says, "Social media in every form is the largest link between having a widespread reach penetrating every strata of our society. This is especially relevant in the long run I find in India which has our youth as a maximum audience. Dior is on Instagram, Facebook, Twitter, etc and we have our own digital magazine at www.diormag.com which is beautifully shot by the best photographers and has visuals that are equivalent to our campaigns. These get many thousand likes and retweets on a staggering level which is absolutely what one is looking to garner end of the day." Here's the low-down on some of the prominent brand apps which every fashion lover must download.

Gucci Style App

Last year Gucci launched a new version of the Gucci Style App. The App was completely redesigned and made much easier to read and navigate. With gucci.com now optimised for mobile, the app is shoppable from iPhone. This year the brand unveiled the Chime for Change App for Iphone and Ipad. The content is available in four languages: English, French, Italian and Spanish. This version of the App includes a custom CHIME bell that activates when shaken, capability to select and share what you "chime" for via Twitter, ability to donate to Chime For Change projects to support girls.

Fendi: myBaguette app

Besides a selection of paint brushes, colours and filters, in fact, the creative options range from the intensity of the strokes to the saturation of the colours, from vintage sepia filters to all-over kaleidoscope designs. Plastering the Baguette with personal photos and images to create an exclusive pattern, is also a possibility. "The Baguette was conceived as a clever little bag, with minimalist lines but a whole lot of imagination. Created in over 1,000 versions since its creation, including the customisable canvas versions, I am delighted that the digital crowd will now also have the opportunity to make their own Baguette bag which I can't wait to see!," states Silvia Venturini Fendi.

Harrods

magazine app

Harrods used its iPad magazine application to imitate an in-store makeup trial to strengthen mobile commerce beauty sales. Found in the December/January 2014 issue of Harrods' magazine app, the interactive "Makeup Studio" featured four high-end beauty lines carried by the retailer. Interactive digital content that allows consumers to "try on" a product or see how an item works mirrors the in-store experience and empowers consumers with a better understanding of products.

Chopard: My Happy Sport app

"My Happy Sport" app gives users complete control of every piece of the watch. By providing the personalisation technology, the app aims to inspire consumers to purchase their own custom watch from the watchmaker. With the option to design one from scratch, the app takes users through a variety of different steps to customise every aspect of their watch.

Louis Vuitton Pass app

The brand's Pass app allows consumers to experience ads in new ways with behind-the-scenes content, featured product information and a store locator. The interactive elements of Louis Vuitton'sPass app engages consumers by curating a personal experience that fleshes out familiar ads.

5 fashion apps for every style junkie

Chicfeed

This bare-bones app pulls photos from some of the Internet's most respected style blogs, including the Sartorialist, Face Hunter, and Lookbook.

Diane Von Furstenberg

DVF's app allows users to shop via a "Looks We Love" section or by thumbing through the collections - albeit not 24/7.

Gap StyleMixer

This innovative brand app allows you to mix and match Gap items with pieces already hanging in your closet. Create outfits using uploaded photos or use the "Mixer" to browse Gap products and create head-to-toe new looks.

Glamour Ask a Stylist

Glamour's on-call app stylist responds to style dilemmas.

iShoes

Scroll through more than 50,000 kicks in the shoe-porn Finder, or search the sea of shoes by style and designer. The app indicates which pairs are on sale and connects you straight to buy-it-now retailers.

Credit:Manish Mishra


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Source: DNA : Daily News & Analysis (India)