PrintAre you a fan of Chanel on Facebook? Or have you downloaded the Dolce & Gabbana iPhone app? For the first time, designers are eschewing the traditional hauteur of their brands and attempting to reach out to their customers through technology. While most labels are now tech-savvy enough to have a Facebook Fan page or a Twitter account, some go the extra mile and get closer to consumers via the iPhone. “It’s a great marketing strategy,” says Rachael Elliott, a Columbia College sophomore. “With the economy being what it is, established fashion houses are realizing that they need to branch out.”
For Columbia students, this new marketing ploy is good news. Even though we live in one of the world’s fashion capitals, we don’t always have time to zip out to boutiques. With shopping opportunities at our fingertips, we can buy our winter wardrobe on the way to class without wasting a minute.
A variety of high- and low-end designers have harnessed the power of the iPhone app in an effort to reach out to the college-age market. I took it upon myself to test the free apps of three fashion favorites—Gucci, Norma Kamali, and Ralph Lauren Rugby—and assess the effectiveness of their new marketing strategies.
The Gucci app—”the first true luxury lifestyle application,” according to its slogan—was my first download. It boasts a multitude of features, like GUCCI Beats, which allows users to create their own music mix to share on Facebook—a quirky idea for a fashion app, but a fun game for the musically inclined. Another special feature is the “Exclusive Product” area, a virtual store with items only available for app users. However, the feature falls short because customers must order products via phone, a process that recalls catalog shopping rather than the online future. Perhaps Gucci is simply looking to introduce youth into the fashion house by gaining followers who may buy later on.
With her new bubbly orange app, Norma Kamali avoids Gucci’s faux-pas. The designer already has a history of successfully using technology to democratize her designs. Her website offers a one-of-a-kind “Try Before You Buy” service that allows customers to try on their online buys at home before they pay; they can also video chat with a personal shopper for pointers on how to wear the product.
The app is just as accessible. In addition to offering videos, press clippings, and a link to Norma’s blog, it lets customers view looks from three distinct collections: the Norma Kamali Collection as well as her lines for Ebay and Walmart, which are affordable but don’t skimp on style. Buying couldn’t be easier: users can tap an outfit and select what to purchase right from their iPhone.
The Rugby Ralph Lauren “Make Your Own” app appeals to the college crowd most inventively. Marketed towards busy students looking to customize their wardrobe, it allows users to upload a photo and customize a Rugby polo with colors, icons, or letter patches. Next, users can share their creation on the online Rugby Gallery or post it on Facebook. They can also purchase their customized top through the app itself.
Ralph Lauren has high hopes for “Make Your Own”—sales of luxury clothing are expected to decrease by 11 percent this year, but web sales are expected to grow by 20 percent, according to consulting firm Bain & Co.
What does this mean for the future of mobile fashion? According to Steven Kolb, Executive Director of the Council of Fashion Designers of America, it’s “just a matter of time before all the big American brands are doing apps.” Why? As Kamali says, having an app is “an easy way to communicate with … customers.” A new phase in the industry is being introduced, one in which accessibility is prized over aloofness.
This is all well and good, but as Barnard sophomore Danielle Dodo comments, “I don’t really have time [to use iPhone apps].” Despite the simplicity and accessibility of apps, it looks like some Columbia students won’t be downloading them after all.