Mobile

Precision-cut crystal maker Swarovski launched a dedicated mobile site designed to help consumers with all of their St. Valentine’s Day needs including gift ideas, restaurants and spas.

Since many luxury brands are sending emails with gift ideas and promotions to their most loyal customers, it only makes sense that marketers should optimize the messages for mobile to entice impulse buys this St. Valentine’s Day.

Lifestyle brand Michael Kors is using the mobile applications Twitter and Instagram as integral vehicles in its latest St. Valentine’s Day campaign that spans mobile, ecommerce, digital and social media.

Hearst’s Town&Country magazine digitalized its content through the launch of its first iPad application out in time for the February issue.

British label Stella McCartney is introducing L.I.L.Y, its first fragrance in almost a decade through a mobile application, Web effort and partnership with London-based department store Selfridges including augmented reality, video and user interaction.

NEW YORK – The idea of combining mobile with other channels, most notably in-store, is something that will continually grow and provide new marketing channels for consumers this year, according to a Saks Fifth Avenue executive at WWD’s Digital Forum.

Mobile video is becoming one of the most popular mediums in which to display fashion products and is rapidly changing the face of the industry in terms of how consumers are accessing products and interacting with brands.

Luxury brands often find it useful to include videos, mobile commerce or gaming options in tablet advertisements, but this did not seem to be the case in the iPad application for Condé Nast’s Vanity Fair February issue.

Lifestyle brand Ralph Lauren has launched a new mobile-optimized site that now includes content such as its branded magazine, a style guide using recent campaign images and backstage videos.

A decline in the average cost-per-click reported by Google for the fourth quarter of 2011 has many questioning what role the growth in lower-priced mobile advertising might have played in its unexpected drop.