♫On ze catwalk I do my little turn….♫
Just in time for Fashion Week, Chanel dropped a new application into the iTunes App Store. Chanel’s Haute Couture Show F/W 08/9 puts its latest fashions into the palm of your hand.
This application is smart. It includes a quick video of the fashion show, more than 60 pics of the latest fashions, news feed and a store locater.
As marketers scramble to connect with the iPhone demographic, they should consider this approach. It's a mobile event blog, with time-based value. You could encourage the application owners to include their own content through a page with event tags and links to mobile Twitter and Flickr apps.
If I were headed to a major event like the Super Bowl or the Grammys, I wouldn't think twice to download an application supporting the event…even if it would be essentially useless post-game. The Chanel store locater is getting mixed reviews, but the news “chanel” may make users more likely to keep the app on their device.
OK, I’m more of the t-shirt set than the jet set. So I have to ask, does this app make me look fat?
On ze catwalk, I do my little turn... uploaded by prblog
tags | advertising | marketing | Chanel | Fashion Week | branding | brand
Good idea... but I'm more likely to get the Target & Old Navy apps... OK, now you know! (what do you expect, I'm an employee of the state of South Carolina, I'll buy Chanel... NEVER!)
Kidding aside, check out this AdAge article, about the "nouveau riche" and their smart spending habits: They shop at Target! Where are you, Target? Do you have an iPhone app? Virtual dart-board included?
Posted by: Mihaela Vorvoreanu | 09/13/2008 at 10:20 AM
This is a really innovative use of Intergrated Marketing Communications as a way to get brand name in the minds of consumer. However, I agree with the comment above, this applications is more useful for brand that are more accessible.
Posted by: Bethany Asbell | 09/17/2008 at 09:13 PM
Style.com introduced a free iPhone application during New York Fashion Week that updated with runway photos, blogs and videos. I agree with the comments above. More accessible brands (Old Navy, H&M) should take note of what Style.com and Chanel have done. H&M should set up a free application to coincide with the launch of the Comme des Garcons collection in November.
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Posted by: flower girl dress | 10/25/2008 at 12:38 AM