ProMarketing

Chanel was one of the first to create a fashion application for Apple mobile. Apple mobile device users can download the Chanel application at the Apple store for free. They are able to easily enjoy pictures, runway videos, and the entire Chanel Collection by clicking on the Chanel application on their iPhone, iPod or iPad. There is no doubt that Chanel’s application strategies identify with its fashion icon image and improve the brand’s exposure. As the one of first fashion applications, the Chanel application has drawn enormous attention and been selected as one of the best 1000 applications . Based on the user review ratings, most users favor this application, especially Chanel fans.

Other fashion brands such as Gucci, BOSS and Ralph Lauren have already created their Apple applications as well. More functions are now available in fashion applications. Users are also able to get the latest brand and fashion trend news and also download pictures though these applications.

It is not difficult to build an application for the Apple mobile platform. Brand name is able to outsource application development to AdMob, one of the largest application developers. However, the larger challenge is promoting the  application among 6.5 billion other applications and retaining long-term user loyalty. It is not wise to only follow or copy other corparations’ strategies. Novelty and multifunction are crucial elements to being the best. Besides the runway video, brand news and fashion trends, more interactive features seem to be necessary. For instance, a review and rate function would allow application users to rate the  collection. Implementation of this feature will help brand name to collect feedback from consumers, and will also involve consumers in the collection’s design. Another feature that could help the application stand out is a pre-order function that allows consumers to pre-order their preferred products with the local retailer through the application. This feature will increase the frequency that consumers check their brand name application and, in doing so, improve brand awareness.