With the growing number of iPhone users, more App has been created to deliver information among people. Now the Apps are not only a good way to communicate, but also a good way to do marketing.
A lot of fashion brands are choosing iPhone App as a channel to publish their new products and new ideas. For example, H&M cross Lanvin, which had a very long line up on Nov.20th in Vancouver. 
H&M choose to publish their new line through iPhone App, which allows people to take a closer look even before all the dresses coming out. H&M is also providing coupons through App occasionally, people might get a 20%-50% off just by shaking their iPhone. What an interesting way! 
(Oops, there is obviously no coupons available for now =P Try again later!)
Another good example would be BCBG, they are putting all their tops and pants online for customers to match themselves. You can match whatever is on your mind and create your own look. You can even save it to your photo album or wishing list. 
As a result, it is not hard for us to find out that how important choosing a right channel in marketing is! Just because fashion sometimes fade out easily, we need to choose a more convenient way to publish products if we were in the industry. There are two more pictures here which is from the ZARA App and DKNY App: 
