It’s water clear that the statement “Mobile First” is expanding its popularity to all sectors, and if you are still reluctant to believe it, just read the following data:
- Last week, Barcelona held during the Mobile World Congress 100.000 attendants, a figure that increases every year.
- Up to 3 in every 10 online shoppings are made now through a mobile device.
- Since late 2015, the advertising industry has seen that an average 80% of the ads’ impressions appear on mobile.
We could add many other reasons that answer why we need to start thinking mobile when designing our business strategies. If we don’t do so, we are going to end up being in mobile without being ready for it, feeling like you have thrown a party and no one came – in short, bringing bad consequences to our companies: Like loosing your customers to the competitors, paying for advertising that doesn’t generate leads etc.
Of course, we’ll end up adapting to this market trend. But as I appreciate you (and I don’t want you to end up loosing clients!), I’d like to share in MG Luxury News some interesting strategies that Fashion and Luxury brands are taking on mobile. And this time the post is dedicated to Apps.
WHEN TO LAUNCH AN APP & WHAT KIND?
I mean, it’s very easy to launch an app, but how is your app going to success between the thousands of apps that are being launched every day?
Our dear Nielsen says that we use 27 apps on average per month. But taking into account that everybody uses WhatsApp, Facebook, Twitter, Instagram, YouTube, LinkedIn, Pinterest, Periscope, the weather, a newspaper, a photo-edit app and a recipes one, we don’t have enough chances of being on a monthly basis on our consumers screens.
On the other hand, apps are like nail polish: We want the latest color in the market, even though we maybe wear it only once. So you can take advantage over this and create an app that adapts to an event, to a moment, something that helps you raising the awareness of your brand/products on a short period of time.
- Content: If you are searching for awareness, the best idea is to create an entertainment app, where your brand territory is included on the look and feel, the content etc. Why entertainment? Nielsen (again) proved that gaming, music, and other entertainment apps are the most used among users.
- Benefits: With the right campaign behind, it’s possible to reach a high amount of app downloads, while no worrying about the maintenance of the app. So… launch the app, then forget (almost) about the app = Easy.
- Loss: You may spend some money, while the ROI isn’t that clear: Are they going to buy? Are they going to subscribe? Are they going to share their experience with friends?
Very good examples are: Versace’s emojis, and Miu Miu’s MiuSic. The last example, Prada’s owned Miu Miu, launched an app where they connect the brand to music, and where the moment chosen was the upcoming FW16 Fashion Show. In my opinion, the fashion house is just trying to generate some buzz before the catwalk, with an app empty of value, and I would say, even far from the brand’s territory – I don’t give it too many options of surviving!
Of course, there are bad and good examples, but the strategy above works for E-V-E-R-Y brand. In addition, you have another two apps’ types that are extremely worth it depending on the characteristics of your brand.
First of all, you have Loyalty Apps, which are perfect If you have recurrent customers, if people is devoted to your products or if your brand is so beloved that people would get a tattoo of your logo. It’s obvious that you won’t have many members, but those few are going to use you app a lot!
- Content: It’s almost mandatory to offer a kind of gift, in order to get the initial attention of the users. Because I mean, a very tiny amount of people can be crazy about getting a tattoo of your logo, but the rest of luxury fashion shoppers are very normal branded-unfaithful people.
- Benefits: You are getting loads of ROI! Users are deeply interacting with your brand’s territory, in a space where no communication about your brand and products can be intrusive, and where you can get a lot of user’s data.
- Loss: You need a team dedicated to this. A CRM app is a complex tool, which usually belongs to a long term company strategy.
A nice example is de Nina Ricci App, Les Secrets. I give them a positive point, because they are testing the app on their Core Market: France, with the objective of learning before launching to the BIG DIGITAL world. This kind of app is for sure the most difficult one to become successful, but in my opinion, the most long-term-effective one.
I haven’t forget the most obvious one, the E-commerce Apps. Who isn’t selling yet on Internet? Well, I have to say that many brands don’t have yet their own online shops, and they sell on other retailer’s websites. So at the moment, fashion retailers are leading the run for e-commerce apps (If you have a good example of a Luxury brand e-commerce app, don’t hesitate to share it with me!)
- Content: Their apps are almost a mirror of their websites. They want to sell products.
- Benefits: Yet not so many shoppers dare to buy from their mobiles, but if they have your app, means that at least they gave you their data, and that (highly probably) they are constantly searching for new items, combinations, ideas etc. You can lose the track of your user if they change device, but if they have your app, you can 100% match and cross their multi-device behavior.
- Loss: In my opinion, no one!!!!
Some examples of e-commerce apps that are matching their multi-device strategy really well: Net-A-Porter and Zara (even though this last one isn’t in the Luxury sector, their scan option is one of the greatest options that an app has invented!).
Before ending, I wanted to do a little sneak preview about the Luxury Fashion social media apps. This level is more difficult to achieve as you need to create a whole engaged community, so we could consider them as an evolution of the loyalty apps. This phenomenon hasn’t been exploited so much, besides the mega-big social media apps that have position themselves afterwards as fashion-friendly, like Instagram and Pinterest. The only example that I’ve seen is Net A Porter owned The Net Set, defined itself as the app to share and shop with the world’s most stylish women. I’m not dedicating more words today about it, but I really suggest you to have a look at it, maybe you get some inspiration…!
Here the end of my analysis.
Even though seems a long post, Fashion Luxury brands (and also myself) are yet far away from having the expertise on effective mobile strategies. So, I suggest that all of us – passionate people, professionals, entrepreneurs… – start thinking mobile first, start checking what are competitors from other sectors doing, and mainly: Erase from your mind that mobile is the enemy 🙂
Have a wonderful week, and don’t forget to check on my week’s favorites by clicking on the images!!